Assessment preferences and their relationship to learning strategies and orientations

The study investigated inter- and intra-group differences in assessment preferences among students in two academic disciplines which differ in their educational environment through examining the relationships between assessment preferences and student learning orientations and strategies. The sample consisted of 85 engineering and 87 education students in a major university in Israel. The subjects were administered the MSLQ for measuring their motivated learning strategies and the API for measuring their assessment preferences. The results indicated that individual differences in assessment preferences overshadow disciplinary group differences and that differences in assessment preferences are to a relatively large extent related to learning strategies and orientations. Implications for adaptive assessment were discussed.     

University Programme Preferences of High School Science Students in Singapore and Reasons that Matter in their Preferences: A Rasch analysis

This study explored an under-researched area in science education—the university programmes preferred by high school students who take physical science subjects and the reasons that matter in their preferences. A total of 1,071 upper secondary and pre-university students in Singapore, who take physical science subjects among their range of subjects, participated in this study. A survey method was adopted and the Rasch model was used to analyse the data. Overall, Business Studies was ranked as the predominant choice; nonetheless, scientific programmes such as Science, Engineering, and Mathematics are generally still well liked by the students. When gender differences were examined, we found that students largely followed gender-typical programme preferences, in which males tend to incline towards Engineering while females tend to incline towards Arts and Social Sciences. Students prefer a university programme based on their individual interest and ability, with career aspiration and remuneration coming next. Interestingly, females place greater emphasis on career aspiration than males. Some implications of the study are discussed.     

Why study abroad? Sorting of Chinese students across British universities

This research contributes to the booming literature on the mobility of international students in higher education. We analyse university-level factors that affect the sorting of Chinese international students across British universities. We produced a unique data-set merging university-level data from the 2014 UK Higher Education Statistics Agency and the Higher Expectations Survey, supplemented by qualitative evidence from six focus groups for illustrative purposes. Our results, using nationally representative evidence for the first time, confirmed that university prestige is the most important driver for the sorting of Chinese students across British universities, together with further effects of the broader social and cultural offerings that the universities provide. Interestingly, the cost of study and marketing strategies deployed by universities do not seem to drive the Chinese students’ university choices. Our findings underline the importance of diffuse institutional factors such as university rankings and their taken-for-granted status by students themselves.     

Institutional commitment of traditional and non-traditional-aged students: a potential brand measurement?

Currently, 18–21-year-olds account for 60% of university students; mature students represent 40%. Attrition (dropping out) can be related to discordance between a student's perception of the university created through branding and marketing of the institution and the university's actual environment and offerings delivery. This study adds to this research by indicating: (1) retention factors do vary for first-year students, depending on age and (2) academic environment is key to institutional commitment among non-traditional (22–55+ years of age) students whereas university and organizational support features contribute more to traditional (17–21 years of age) students' campus integration.     

Campus climate: The role of teacher support and cultural issues

ABSTRACT

The literature on campus climate has mainly focused on diversity and demographic variables within single or multiple university campuses from one country. There is a need to investigate campus climate further with regard to cultural issues and the role of teachers. This study thus proposed to examine perceived teacher support as a mediator of the relation between institutional and psychosocial variables of the campus climate of two universities from two culturally distinct countries. To achieve this goal, 980 Brazilian and Portuguese university students answered the Institutional and Psychosocial Campus Climate Inventory. Findings showed significant differences in how students from two different countries described their campus climate and how both Brazilian and Portuguese students described their institutional climate more accurately than their psychosocial climate. Moreover, results from a mediation analysis revealed that perceived teacher support mediated the relationship between students’ perceptions of the institutional readiness of their university and their sense of well-being, as well as newcomer adjustment. A moderation analysis showed that the country of origin moderated the relationship between students’ perceived teacher support and newcomer adjustment. Implications for developing a positive campus climate are discussed.     

Commuting,transitions and belonging: the experiences of students living at home in their first year at university

In this study, our cross-case analysis of students’ lives challenges the conventional home–university model of transition and highlights the importance of acknowledging the influence of this complex symbiotic relationship for students who attend university and live at home. We argue that as with stay-at-home holidays, or “staycations”, which are of such crucial importance to the tourism industry, so stay-at-home students or commuter students are vital to higher education and the term utilised here is “stayeducation”. Through the narratives of “stayeducation” students, we see how family and community aspects of students’ lives are far more significant than previously realised, and our study suggests that these heavily influence the development of a student sense of belonging. Drawing upon biographical narrative method, this paper introduces three first-year Business and Economics students enrolled at different universities in London and explores their journeys through their transition through home, school and early university life. Ways in which key themes play out in the transition stories of our students and the challenges and obstacles for the individual are drawn out through the cross-case analysis. Findings support the existing literature around gender, class and identity; however, new insights into the importance, for these students, of family, friendships and community are presented. Our work has implications for academic staff, those writing institutional policies, and argues for the creation of different spaces within which students can integrate into their new environment.     

An Approach to Find Out Students’ Motives and Influences on Their Selection of Studies and University: Results from six years of continuous institutional research in a multi‐campus system in Spain

This paper presents an institutional research on service quality conducted to analyze the students’ motives and influences on their selection of studies and university. The research was carried out by collecting data from first‐year students in a multi‐campus system where institutions are independent in their recruitment strategies. Results from six consecutive years are presented. The meaningful coincidence with previous research, the stability of some findings along the years, and the possibilities of this approach to be useful for strategic purposes and in marketing‐related issues, make this methodology of particular interest. These results are also meaningful with a view to improving quality practices in the context of competition for the best students, and improving guidance practices to match students’ motives with higher education offer.     

Learner motivation for MOOC registration and the role of MOOCs as a university ‘taster’

Despite the widespread adoption of Massive Open Online Courses (MOOCs), no business model has emerged to make them sustainable from an institution standpoint. Using MOOCs as a marketing platform shows promise; but for this to succeed, it is necessary to understand the motivations of those who undertake them and to demonstrate how these same motivations can be better satisfied through enrolment in a fee-paying university course. We discuss the motivations for students as they progress through a MOOC and the factors that might lead to subsequent university enrolment. Our arguments are informed by MOOC statistics, the AIDA (attention, interest, desire, action) marketing model, and the literature on adult education, technology adoption, goal seeking and consumer value. We argue that most students are led to MOOC enrolment through close alignment of the course topic and subject matter with their personal goals and through the establishment of an attractive value proposition. Progress in the MOOC depends on whether this goal alignment is maintained, and whether the value assumptions of students are met or exceeded. We predict that subsequent university enrolment will most likely occur when the MOOC experience is both satisfying and representative of the university experience, and where the increased time and financial commitment demanded by formal study is offset by the greater likelihood of attaining the focal goal. For this strategy to succeed, it will be necessary for the host institution to actively work with MOOC students to create an awareness of appropriate fee-paying courses and to promote the benefits of university study. This has implications for the way institutions market their courses to MOOC students.     

How academics view their work

Twenty-four members of the academic staff of an Australian university were interviewed in 1979 in order to seek their views on the ways in which their professional lives were being affected by the current recession in higher education. Their responses have been drawn upon to construct a picture of how this group of university teachers perceive their working environment and their own place within it. The comments cluster around seven topics: teaching, students, research, colleagues, career prospects, the university, and the quality of academic life. It is concluded that the responses suggest that there is a widening gap between academic ideals and institutional realities and that this will have a strongly negative effect upon the morale of the profession.     

Institutional and personal meanings of mathematical proof

Although studies on students’ difficulties in producing mathematical proofs have been carried out in different countries, few research workers have focussed their attention on the identification of mathematical proof schemes in university students. This information is potentially useful for secondary school teachers and university lecturers. In this article, we study mathematical proof schemes of students starting their studies at the University of Córdoba (Spain) and we relate these schemes to the meanings of mathematical proof in different institutional contexts: daily life, experimental sciences, professional mathematics, logic and foundations of mathematics. The main conclusion of our research is the difficulty of the deductive mathematical proof for these students. Moreover, we suggest that the different institutional meanings of proof might help to explain this difficulty. This revised version was published online in July 2006 with corrections to the Cover Date.     

Potential of the social media as instruments of higher education marketing: a segmentation study

The importance of social media as platforms of social interaction, communication and marketing is growing. Increasing numbers of businesses in various industries have already integrated or plan to integrate social media applications into their marketing programs. Higher education institutions show increased interest in the potential of social media as a marketing tool. Particularly important is the potential of these tools to reach and attract future students. An important issue for research is to understand how potential students use social media and what their role is in the decision making process of choosing a program of study, a University, or College. This paper identifies market segments among future students based on the use of the social media and examines the impact of the social media on the choice of a higher education program and institution.

The study is based on data collected by means of a national survey among future university students in the Netherlands. Future students are pupils from the last two years of secondary education. Market segmentation was carried out based on the use of social media, by means of a cluster analysis and a factor analysis; the latter proved to be the best choice since it produced more differentiated market segments.

The findings indicate the existence of three distinct segments in the population of future students in the Netherlands on the basis of social media use. Another major finding of the study is that future students are mostly interested in social interaction and information seeking when using social media, while the content contributed by this group is limited to photo and video sharing. Compared to traditional communication channels social media still play a secondary role in the students' choice.

While penetration of social media is extremely high among future students, the impact of these in the choice of study and institution is relatively low compared to more traditional forms of university marketing. This paper provides university marketers with a useful insight into the developments in the market and discusses various options and opportunities for engaging social media as effective marketing tools.     

Health-inclusive higher education: listening to students with disabilities or chronic illnesses

This paper reports on a small-scale project undertaken with tertiary students who identified as having an impairment either at enrolment or by registering with the university's Disability Support Unit (DSU). The aim of the study was to explore with these students ways in which the university was currently meeting their academic support needs and the ways in which these needs might be better met. Consistent with the definition of disability within the Australian Disability Discrimination Act, it became apparent that a significant number of students who identified with that definition, or sought help from disability services, also presented with needs arising from chronic illness. The majority of participants cited an emotional or psychological illness, rather than a physical, intellectual or sensory one, as a possible precursor to difficulties in engagement with the university. We conclude by considering whether commonly used institutional categories are apposite to an understanding of the ways in which students perceive themselves and, importantly, their engagement with the university and success within it.     

Guests in someone else’s house? Sense of belonging among ethnic minority students in a Hong Kong university

The evolution of globalisation and ensuing internationalisation of higher education need radical reform of institutional policies and practices to promote education for diversity, equity and inclusion. Extant literature on university/college student persistence/retention witnesses a lack of research on the subjective sense of belonging on campus among ethnic minoritised students who have been historically marginalised in higher education and are now part of the emerging demographic on campus. This study attempted to fill the gap. Engaging qualitative individual interviews with 12 university students of South/Southeast Asian ethnicity in Hong Kong, the purpose of this study was to examine their perceptions and experiences of institutional affiliations and engagement in university. Findings suggested that being connected to the programme and university, and the depth and quality of intragroup dynamics, are key to a sense of belonging among ethnic minority students. Findings also elucidated a lack of cross-cultural interaction and racial/ethnic diversity within the university environment, which shaped participants’ feelings of isolation and exclusionary experiences as they sought to adjust to the campus academically and socially. The study’s findings could help inform the development and evaluation of institutional strategies that can sustain minoritised students in university transitions and promote institutional connectedness and academic success among all students on campus.     

Book Reviews

This article examines the student experience for a particular cohort, namely the joint honours students, at a post-1992 university in the United Kingdom. These students are enrolled in degree courses that combine two subjects at one university. Little attention has so far been given to such students whose experience is decidedly different from that of single honours students. By using a mixed methodology including quantitative and qualitative questionnaires, focus groups, individual interview and ethnography, the article attempts to highlight elements of the student experience that are unique to the joint provision. It will draw on the concept of ‘institutional habitus’ to argue that joint honours students experience their time at university often in isolation and as excluded from the institutional norm.     

Students’ peer relationships and their contribution to university adjustment: the need to belong in the university community

Whilst new friendships and an active social life are commonly discussed features of ‘being a student’, there is limited empirical research that has quantitatively studied the contribution that social factors play in students’ university experience. Research that has been conducted shows that belonging and social integration are important factors in successful transition to university, and subsequent retention. This article presents research into students’ social relationships at university, their attachment to the university, and how these elements link to university adjustment. Undergraduates (N = 135) completed questionnaires measuring their attachment to university peers, attachment to the university, experiences of problematic peer relationships and quality of adjustment to university life. Students who reported strong attachment to their peers also demonstrated higher levels of adjustment to university life and attachment to their university. Students who reported difficulties in their relationships with other students had lower levels of peer attachment and university adjustment. Attachment to university peers was the strongest predictor of university adjustment, followed by attachment to the university. The research highlights the role of social relationships in institutional belonging, and the importance of nurturing peer relationships and institutional affiliation to create a positive student experience.     

Differing gender preferences for educational media among Thai students studying English at university

There have been many reports indicating that there are differences between male and female students in various issues in education. This research examined the preferences for various forms of educational media by freshmen students studying English in Thailand. Approximately 3000 students at seven university campuses in central Thailand were surveyed on their preferences for the media used in and out of English classes. The results indicate many similarities between the male and female choices. Overall, students believed that traditional media were effective for in-class learning, but the media used in alternative classroom activities are more enjoyable. The students thought that entertaining media and the internet are popular ways to learn English and can be better utilized in classes. There was a stronger interest in the internet among male students. Overall, this study shows that there is a great interest from all students to have more technologically focused media available to help them learn.     

Tertiary education: an investigation of location selection criteria and preferences by international students – The case of two Australian universities

This paper identifies and analyzes factors that influence international student selection of universities and the role that education marketing plays in the process. The research for the paper was inspired by work done by Canterbury on education marketing, published in the Journal of Marketing for Higher Education. The study empirically tests key constructs in service marketing. According to Canterbury it is time that higher education marketing theoreticians and practitioners alike looked beyond our similarities to other applications of service marketing to understand how some of our markets and our services might differ. To this end, the current study examines the views of international students undertaking their studies in two universities, one on the east coast and the other on the west coast of Australia. It reports the findings of international students’ choice factors in selecting an Australian university environment.     

Education as Service: The Understanding of University Experience Through the Service Logic

With the marketization of UK higher education, this paper develops a framework from services marketing that can assist universities in understanding what market orientation means and how students would value their offerings. Our study shows that the core service in a university experience is a learning experience that is cocreated and that the value is emergent, unstructured, interactive, uncertain, with a hedonic dimension. Our paper modifies the gap model of service quality to show that an ideological gap exists that may also impede the quality of the university experience. We propose that a one-sided expectation by students leads to student consumerism and disengagement. Paradoxically, we show that a true student-orientated marketing puts the university ideology at the center of marketing efforts and that marketing may well be an effective tool to communicate such ideologies.     

大学生参与传销的心理动因分析

近年来,各地先后爆发出不少大学生参与非法传销的事件,既荒废了学业,又给其身心带来巨大伤害。因此,从投机心理、无知心理、成就心理三个层面分析大学生参与传销的心理动因,提出从学校、学生个人、社会三个方面做好防范,把日常思想教育和心理健康教育相结合,双管齐下,防止更多的大学生上当受骗,保障大学生健康成长。     

Exploring MBA Students’ Preferences for Experiential Learning

In 1992, the writer presented a core MBA subject about strategic management which used experiential learning as the major educational strategy, at an Australian university. At the start and end of the subject, students were surveyed about their preferences for the applied/theoretical orientation and the lecturer/student locus for the subject. This paper's aim is to explore how those preferences changed and why, using quantitative and qualitative information provided by the students. Generally speaking, the subject was well received and matched students’ expectations and ideals on the two dimensions. Moreover, their preferences for experiential learning grew as their experience of it increased through the semester. The experiential methods of case analyses and role plays were especially useful in explaining these preferences. However, the students apparently consider their management development to be more multi‐faceted than the two dimensions would indicate, involving various structures and forms of involvement within a context that is realistic to them. Implications for team learning and learning about experiential learning are developed.