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    Pre-choice expectations of intangibles - Higher Education (HE) institutions

    132323_prechoice%20expectations.pdf (89.89Kb)
    Access Status
    Open access
    Authors
    Shanka, Tekle
    Prendergast-Jones, Elizabeth
    Date
    2009
    Type
    Working Paper
    
    Metadata
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    Citation
    Shanka, Tekle and Prendergast-Jones, Elizabeth. 2009. Pre-choice expectations of intangibles - Higher Education (HE) institutions, Marketing Insights: School of Marketing Working Paper Series: no. 2009031, Curtin University of Technology, School of Marketing.
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/40242
    Collection
    • Curtin Research Publications
    Abstract

    The purpose of this study was to discover the extent to which value-added intangibles influence decision-making of potential university students in the decision-making phase of institution selection. A survey of 500 commerce students in a large university indicated that they expect the institution to offer intangible, value-added services such as skills essential to entering the workforce, management skills and practices, assistance in English and value-added courses such as leadership, teamwork etc in addition to the established academic program. Results revealed that undergraduate students expect short-listed institutions to provide value-added intangibles that develop them professionally and personally in order to increase their employability in the workplace.

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