Purpose: A fuller understanding of the information search behaviour of prospective students in the digital era is one of the keys to success in university recruitment. The purpose of this paper is to investigate students' university choice factors in relation to the online environment. Design/methodology/approach: In total, 637 samples from 11…

Increasing competition within the Lithuanian educational market has paved the way for an analysis of the complex choice processes enrollees undergo in selecting a higher education institution. This research examines the concept of consumer value and its interpretation in the Lithuanian higher education setting. Based on data collected from 445…

Rankings work by comparing higher education institutions (HEIs) using a range of indicators, which are usually weighted according to priority. Rankings are used to inform student choice and stakeholder opinion, and to assess the performance of scientific-scholarly research. Research has shown that students, public opinion and government are the…

With the number of transfer students increasing and graduation still an elusive goal, the researchers conducted four focus groups and four individual interviews with transfer students attending universities in the Chicago and Dallas-Fort Worth area to better understand and explore the factors that influenced their college choice decisions at their…

Purpose: The purpose of this paper is to examine parental and students' decisions regarding participating in K-12 level study abroad programs in Manitoba, Canada. Design/methodology/approach: The study reports on data collected through document analysis and semi-structured interviews with 18 international students and 14 parents. Findings: The…

There is a great deal of discussion in the academic literature around how the current conditions in higher education frame students as customers. Observers are of the view that rankings and marketing, an increased focus on student satisfaction, and particularly tuition fees, encourage an instrumental, passive attitude towards a university…

This article draws from American research on ''concerted cultivation'' to compare the parenting logics of 41 upper-middle-class parents in Toronto, Canada. We consider not only how parents structure their children's after-school time (what parents do) but also how the broader ecology of schooling informs their parenting logics (how they…

National College Access Network (NCAN) has heard, repeatedly and consistently, over the years that one of the best aspects of NCAN membership is the ability to collaborate with and learn from other members. In an effort to further the transfer of ideas, NCAN, in the summer of 2016, hosted a series of four Idea Incubators across the country. These…

This study investigates how universities can increase the effectiveness of the search process by featuring in their advertisements expert and celebrity endorsers who attended the institution. How can universities gain the attention of prospective students using the star power of experts and celebrities? Experts and celebrities promoting a…

This paper offers the first comprehensive analysis of the effect of changes in university rankings on applicant and institution behaviour in the UK. When their rank worsens, universities are found to experience small but statistically significant reductions in the number of applications received as well as in the average tariff score of applicants…

The authors in this qualitative study explored how Saudi Arabian students selected a teaching focused research institution by examining Kingdom of Saudi Arabia and U.S. national influences, institutional factors, and personal influencers. Despite the continued rise in Saudi Arabian students studying at U.S. universities, limited published research…

Amidst global competition in higher education, colleges and universities adopt strategies that mimic and adapt business practices. Branding is now a widespread practice in higher education; multimodal advertisement is a manifestation of emerging branding strategies for universities. While the visibility of brands in higher education has grown…

This descriptive study utilized a validated questionnaire that gathered data from freshmen of two different school years. Demographic profile, marketers (i.e., source of information of students about the school), influencers (i.e., significant others that persuaded them to enroll in the school), level of school choice, and level of consideration…

In a context where mass higher education has eroded the job security once guaranteed by higher qualifications, students are more likely to view higher education as an "investment" which should yield return in terms of their employability. The aim of this study is to understand whether Portuguese students consider employability as the…

What features lead a student to choose sport science, chemistry, physics, computer science or musicology as their subject of study and the Saarland University Saarbrücken as their place of study? Empirical analysis shows that study conditions for students of chemistry, physics and music do not play an important role in selecting the place of…