A paper co-authored by Professor Kevin O’Mara was recognized as “Best in Conference” and “Best in Track” at the Atlantic Marketing Association conference.
Kevin O’Mara, executive director of the Doherty Center for Entrepreneurial Leadership and professor of management in the Martha and Spencer Love School of Business, and his co-authors from North Carolina A&T State University, received “Best in Conference” and “Best in Track” awards from the Atlantic Marketing Association for their paper titled “An Examination Comparing HBCU and Private University Student Participation Rates in Study Abroad Programs.”
The paper was presented at the association’s annual conference.
The paper’s introduction reads:
White students comprise 81% of students involved in study abroad programs (SAP) during their college years while the black student participation rate is 4%. This paper sought to understand why black students are not participating at a higher rate.
Students from public historically black colleges and universities (HBCU) and students from private universities were surveyed for the study. The survey instrument questions addressed issues of: SAP awareness; SAP perceived benefits; and expectation of participating in a SAP.
The research finds that HBCU students have a significantly lower awareness of SAP opportunities, as well as the entire SAP process, than students from private universities. Universities, therefore, need initiatives to build SAP awareness, particularly among their black students. A second finding is that HBCU students actually perceive a higher benefit for a SAP experience than their white counterparts. This is encouraging as it means the issue is not the value proposition of SAP but rather one of access. Universities must continue to seek lower cost SAP options, or other funding sources, to fill the demand for this worthwhile benefit. A final finding is HBCU students have a much lower expectation regarding their participation in a SAP experience. While not unexpected, the surveyed revealed that returning students from the private schools shared aspects of the SAP experience with fellow student much more in both formal and informal settings. Universities should consciously develop forums with returning students to build awareness, excitement, and an expectation of an SAP experience among all their students.