Communicating an Institutional Mission in Online Courses: A Mixed-Method Approach to Improve Student Experience

The purpose of this study was to determine which techniques work best to positively communicate an institutional mission in an online education format. The overarching goal of our research is to better understand how to create and maintain online classes that help universities pursue a specific mission while offering a high-quality education. Whatever the mission, be it religion, equality, social responsibility, or environmental sustainability, students must see and feel it in all interactions. Overall, personalization of online courses seems to be the overarching request of students, with the opportunity to cocreate the learning environment favored. By giving students the option to be involved in the look and development of the course as well as professors expressing their beliefs and being more personal and intentional, the mission is more authentically perceived in the online environment. Although this study was framed in the context of a religion-based mission, the findings from this study can be applied to any organization with a strong mission.