College enrollment
has continued to decline; therefore, understanding student preferences is key
for institutes of higher learning to continue to attract new students. Digital
transformation and understanding student learning preferences between
traditional face-to-face courses and online course delivery has become
increasingly vital for business education. As institutions of higher learning
prepare graduates for a rapidly evolving marketplace, identifying the
pedagogical conditions that optimize engagement, retention, and skill
development is essential. This study investigates student preferences between traditional
face-to-face instruction and online learning modalities within undergraduate
business programs. All students that participated in this study have experience
with online learning, due to the COVID 19 pandemic. This study was able to
measure student preferences between traditional face-to-face courses and online
courses. Undergraduate students in the School of Business at Hampton University
were surveyed to determine their preferred method of instruction. The sample
size for the study was N = 78. Results indicated that though students believed
they would earn a better grade in an online course, they preferred the
traditional face-to-face course delivery method. Moreover, the results further
indicated that there is also a trending interest towards a hybrid model of
instruction. Findings suggest that a hybrid instructional model, which includes
the strengths of the traditional face-to-face classroom along with the
flexibility of online learning, offers an effective approach for business
education. Integration of the hybrid instructional model provides the skills
necessary for future business leaders.
