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dc.contributor.authorSia, Joseph
dc.date.accessioned2017-01-30T13:19:53Z
dc.date.available2017-01-30T13:19:53Z
dc.date.created2014-03-17T20:01:08Z
dc.date.issued2013
dc.identifier.citationSia, Joseph. 2013. University Choice: Implications for Marketing and Positioning. Education. 3 (1): pp. 7-14.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/30479
dc.identifier.doi10.5923/j.edu.20130301.02
dc.description.abstract

The research upon which this paper was based was aimed at finding out the factors students consider important in their college choice decision and to provide marketing implications for educational administrators. Sijil Tinggi Persekolahan Malaysia (STPM), General Certificate of Education Advanced Level (GCE A-Level), United Examination Certificate (UEC), diploma holder and university foundation year participated in the study. Four hundred sixty three questionnaires were used for analysis of which the survey was based on five-point Likert scale. Results suggested that prospective students consider programme, cost (financial aid), location, high school personnel, peers and friends and campus visit as important criteria in their college choice decision. The findings have implications for private higher education institutions (PHEIs) positioning in a recruitment market, and for a reconsideration of marketing and recruitment strategy at institutional levels. Future research suggested to be carried out is on other aspects that influence student college choice decision such as university ranking, academic achievement, educational consultant, and accreditation. Also, future studies can explore a mediating variable such as parents’ expectation and encouragement on college choice decision. Lastly, exploring the college choice decision research in a qualitative manner would also be a direction of future research.

dc.publisherScientific and Academic Publishing
dc.subjectCollege Choice Decision
dc.subjectProspective Students
dc.subjectMarketing in Higher Education
dc.titleUniversity Choice: Implications for Marketing and Positioning
dc.typeJournal Article
dcterms.source.volume3
dcterms.source.number1
dcterms.source.startPage7
dcterms.source.endPage14
dcterms.source.issn2162-9463
dcterms.source.titleEducation
curtin.department
curtin.accessStatusFulltext not available


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