Identity and branding in higher education institutions is one of the many attributes of a university that potential students look for when searching for a place to study. This phenomenological qualitative study used interviews of eleven current and past students at the University of the Great Lakes (UGL) to discover what attributes of the…

As the Chinese higher education market competition intensifies, attracting enough prospective students becomes a demanding task for many higher education institutions. Universities must develop more competitive marketing strategies to win the competition in the student recruitment market. The 7Ps marketing mix is one of the marketing concepts that…

Despite college rankings' popular yet controversial nature, there is little known about the relationship between college rankings and students. Prior literature suggests that students who make use of rankings are more privileged, yet there lacks a comprehensive analysis surrounding the types of students who place importance on rankings in more…

As it becomes more difficult to predict enrollment outcomes and the decline in high school graduates' looms on the horizon, the ability of higher education leaders to understand what characteristics of the university brand are most compelling for prospective students is important to ensure enrollment objectives are met. This mixed-methods…

College choice is one of the most significant decisions a family will make. Families with high socioeconomic status often hire independent educational consultants (IEC) to assist their family in college search activities. A review of the literature indicated a gap in the literature regarding IECs' understanding of the factors which influence their…

A review of the literature revealed the need to further explore continuing-generation college students attending community colleges. This case study sought to understand the choice process of continuing-generation, direct-entry college students who enrolled in Miami Dade College (MDC), a baccalaureate community college. This research was planned…

Lackluster BA completion rates have made it clear that improving postsecondary outcomes in the U.S. is not simply a matter of raising college enrollment rates. In addition to increasing the number of people who attend college, it is also important to increase the number of people who graduate. Over the years, scholars have identified many factors…

Institutions of higher learning today rely on tuition dollars to function. During a time when the pool of high school graduates is shrinking, colleges and universities must look to alternative target markets to meet enrollment goals, including those transferring from community college. Community college transfers have unique attributes that…

There is existing literature on college choice factors, as well as college choice factors specifically for students of color. However, limited literature exists on the college choice of students of color in the Deep South, an area historically plagued by racial tension and presently seeing an increase in racial diversity (Bankston, 2007; Adelman…

While several models of college choice currently exist, many are decades old and very few examine the process of choosing an MBA program. At the same time, the popularity MBA program rankings continue to grow, however, it is not well understood how influential MBA program rankings are in the business school choice process. Given the lack of…

Most low-income, high-achieving students in the United States neither attend nor apply to selective universities despite research that shows that they are just as likely as their high-income peers to succeed if they do apply to those schools. Despite the fact that many universities have begun offering substantial financial aid packages that would…

This mixed-methods study analyzed data from 906 Ruffalo Noel Levitz Student Satisfaction Surveys (RNLSSS) at a two-year technical college in Wisconsin, to determine influences on participants' choices of programs in information technology (IT). Quantitative results showed that none of eight variables (i.e., cost, financial assistance, academic…

The purpose of this study is to determine factors influencing Korean parents' and students' university application choice decisions in three international schools in the Republic of Korea (South). Institutional and individual factors that influenced Korean students' university application choice decisions and their parents' university application…

Low socioeconomic urban students do not attend universities at a rate proportional to other populations. This perpetuates a cycle of recurrence and diminished potential benefits associated with degree attainment. The commonly ascribed Theory of Student Choice (Hossler, Braxton & Coopersmith, 1989) does not apply to this population. The purpose…

This dissertation consists of three chapters examining issues relevant to current higher education policy debates. In the first chapter, I use surveys, in-depth interviews, and administrative records from a sample of Wisconsin Pell Grant recipients who chose among Wisconsin public colleges and universities to explore whether students' initial…