Strategic Analysis of International House in Dubai in terms of business objectives and improving website and E-learning

By

ACKNOWLEDGEMENT

It gives me great pleasure to express my gratitude towards my professor who has also been my mentor. My professor has always been a source of confidence for me. Here I also want to express my gratitude towards my mother and my father who have always shown belief in me. My entire family, including my mother, fathers, sister and brother, all have continuously supported my throughout my life and my academic career. I would also like to express my gratitude towards my University and my Department, including the supervisors, faculty members and peers, for their continuous support during my research study.

DECLARATION

The content mentioned within this thesis/dissertation is my own work and opinions and does not provide opinions of any other individual or entity. I would also like to declare that this thesis/dissertation has not been submitted or published previously.

Signed __________________ Date _________________



ABSTRACT

The prevalence of Internet use with an increasing push towards more interactivity and user control formed the basis of this study. The information derived from the study may serve as a guideline in the development of online course materials for adult undergraduate learners. The expansion of online degree programs prompted the need for a more detailed study of learner interactions, engagement, and motivation. Until very recently online learning was largely used to enhance current learning practices in institutions of higher learning. Presently it is no longer a question of if e-learning (online learning) can transform learning but in what ways and how should these institutions be utilising it. The study sought to understand if there are any differences in learner knowledge retention or engagement based upon how the navigation of course materials occurs. To echo the need for an authentic learning environment, this study sought to determine how international house in Dubai can improve their online activities and E-learning strategies. This study also seeks to discover how International House Dubai can improve their online learning strategies and other activities and analyse if social media be an effective tool for wedging online campaigns. This study will also attempt to answer if branding a suitable strategy for enhancing IHD's presence online and attract more students in the future.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

1.1Background of the Study1

1.1.1International House Dubai2

1.2Research Objectives3

1.3Research Questions3

1.4Significance of the Study4

1.5Structure of the thesis5

1.5.1Chapter I: Introduction5

1.5.2Chapter II: Literature Review5

1.5.3Chapter III: Methodology5

1.5.4Chapter IV: Analysis and Discussion6

1.5.5Chapter V: Conclusion and Recommendation6

CHAPTER 2: LITERATURE REVIEW8

2.1Online Learning in Education8

2.2Positive Aspects of Online Education10

2.3Professional Online Learning Community11

2.4Perception of Online Education in the Employment Market12

2.4.1Interactivity13

2.4.2Instructor13

2.4.3Technology14

2.5E-learning courses15

2.6Online Course Design16

2.6.1Technology17

2.6.2Student Readiness17

2.6.3Access and Technical Issues18

2.6.4Time19

2.6.5Unitization20

2.7Branding21

2.8Social Media Marketing in Online Education21

2.9Summary24

CHAPTER 3: METHODOLOGY26

3.1Research Philosophy and Design26

3.2Research Approach27

3.3Data Collection28

3.3.1Primary Methods: Questionnaire28

3.3.2Interviews29

3.3.3Secondary Methods29

3.4Data Sampling30

3.5Project time Scale31

CHAPTER 4: DISCUSSION32

4.1Questionnaire Results32

4.2Discussion48

CHAPTER 5: CONCLUSION, RECOMMENDATION AND LIMITATION52

5.1Conclusion52

5.2Recommendation54

5.3Limitations56

REFERENCES58

APPENDIX63

Appendix A: Letter of Permission63

Appendix B: Consent form64

Appendix C: Questionnaire Survey65

Appendix D: Charts71

Appendix E: Tables81

CHAPTER 1: INTRODUCTION

The purpose of this chapter is to provide the reader a brief overview about the research topic and provides the main purpose and aim behind this research ...