Higher education services marketing engagement wicked problem COVID-19
Educational inequality is a wicked problem in Australia and abroad (Raciti 2021). In Australia, students from regional and remote (RR) areas are an identified equity group with the recent national ‘Napthine Review’ highlighting the gap between tertiary education attainment between RR students and their metropolitan peers (Napthine et al. 2019). RR students are typically the first in their family to attend university, and those that do commence find that their actual university experience bears little resemblance to what they expected (Money et al 2017). This mismatch in expectations has the potential to make this transition into higher education a confusing experience with studies indicating students who are less satisfied with their university experience more at risk of withdrawing from their studies (Rivera Munoz, Baik & Lodge 2020). Unrealistic expectations have been a focus of first year research to better understand the drivers behind unmet expectations and how to mitigate negative impacts in a university setting (Maloshonok & Trentev 2017). Many RR students enter higher education without knowing exactly what to expect and are unaware of how significantly the university experience will influence their day to day lives, making the incongruence between expectation and their experience acute (O’Shea et al. 2021). Exacerbating the incongruence is the uncertainty around the continuity of education in the wake of COVID-19 (Brown & Finn 2020). The impacts of today’s volatile, uncertain, complex, ambiguous (VUCA) world emphasise the challenges for students as they attempt to cope with the extreme conditions, which fall even further outside the realm of their regular expectations (Hadar et al. 2020).
Details
Title
First-year expectations in a post pandemic world
Authors
Courtney Geritz (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
Maria Raciti (Author) - University of the Sunshine Coast, Queensland, School of Business and Creative Industries
Publication details
Conference Proceedings of the International Social Marketing Conference, pp.84-87
Conference details
International Social Marketing Conference 2022, 2022 (Virtual, 08-Feb-2022–09-Feb-2022)
Publisher
Australian Association of Social Marketing
Date published
2022
Copyright note
This conference proceeding is licensed under a Creative Commons Attribution 4.0 International licence. You are free to copy, communicate and adapt this work, so long as you attribute Australian Association of Social Marketing and the authors.
Organisation Unit
School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; Sustainability Research Cluster