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The means to opt-in or opt-out: A comparison of undergraduate and graduate students' perceptions of the online environment

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  • Education
  • Marketing Education
  • Online Education
  • Percpetions
  • Communication
  • Education


The online environment supports marketing education delivery that is rich in experiential learning and empowers a more active and collaborative student learning. Yet faced with a different kind of learning, do students choose to opt-in to the online community or simply opt-out altogether? This study forms part of an ongoing investigation into marketing students' perceptions and usage of online tutorials at an Australian university. Some significant differences were found between graduate and undergraduate students. Graduates use online tutorials to communicate with students as a forum to relate theory to real world practice, and as an opportunity to research and reflect before answering. Undergraduate students preferred to opt-out, with online tutorials removing the necessity of coming to class.

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