Elusive expectations for a novel program design: Contrast between program intentions and student recruitment and retention

Abstract

Background Student recruitment and retention are essential to the vitality of any program, but are often difficult to achieve, particularly for new and/or alternative programs. Aims This qualitative study explores the factors that influence students' enrollment in, and subsequent decision to continue in or leave a pilot on‐campus program within a large traditional university. The program design integrated nontraditional components that likely have not previously been combined in this form. Methods Students (N = 33) were surveyed and interviewed throughout the year to explore their reasons for enrolling the program and reasons why they decided to continue with the program or leave. Constant comparative method for naturalistic inquiry was used to identify themes. Results Results showed that many of the factors influencing students' decisions to join, stay, or leave, such as university reputation and perception of program fit, were similar to those for traditional programs. However, program novelty and unique program design elements also contributed to students' decision to join, stay, or leave the program. Students' uncertainty about transfer of credit, grading, and how to succeed in the program also contributed to these decisions. The very traits some students found most attractive were unattractive to others. We contend that new, nontraditional programs need to ensure institutional alignment, provide scaffolding to support new students in acclimating to nontraditional program aspects, and align recruitment materials with program aspects to attract diverse students for whom the program is a good fit. Implications, limitations, and future research are discussed.

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