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They’re Here, Now How Do You Keep Them?: Lessons Learned with First Year College Students

They’re Here, Now How Do You Keep Them?: Lessons Learned with First Year College Students
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Author(s): Ruth Gannon Cook (DePaul University School for New Learning, USA)
Copyright: 2013
Pages: 19
Source title: Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices
Source Author(s)/Editor(s): Purnendu Tripathi (IGNOU, India)and Siran Mukerji (IGNOU, India)
DOI: 10.4018/978-1-4666-4014-6.ch007

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Abstract

This is a case study of a class of first year traditional college-age students enrolled in a class that assessed measures to orient new students and enlist them in becoming committed to completing their degrees. The motivation of the university that designed the course was two-fold: to help students develop good time management and study skills; and to nurture student loyalty to retain them through graduation at this university. The study followed a small class of 18-20 year old first year students through their first semester at a mid-sized western public university. The results of the study indicated that while many factors affect students’ attitudes and retention throughout their college years, simple measures of enlistment and peer-mentoring fared best to positively influence student attitudes and responses in the college-orientation class; and, peer involvement offered the most promise of future brand commitment to student retention at the university.

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