Understanding the Preferences for Online Learning

Abstract

Online learning is promoted by the Malaysian Government as a key element in the Higher Education Blueprint 2015-25 (Shift 9: Globalized Online Learning), but research in the Malaysian context is very underdeveloped. This chapter aims to fill part of this gap with a simple analysis of online Master of Business Administration (MBA) courses to examine the appetite and preferences of actual and potential MBA students for online learning. Using data from local and international students studying on MBA programs in Malaysia, the authors show that the MBA students in their sample still have a largely instrumental view of the value drivers of their study programs. The key factors identified by the largest number of groups were facilities, price, certificate authenticity, duration, and flexibility of course times.