A model of university choice: an exploratory approach

Raposo, Mário and Alves, Helena (2007): A model of university choice: an exploratory approach.

Abstract

In order to attract the best students, institutions of higher education need to understand how students select colleges and universities (Kotler and Fox, 1995). Understanding the choice process of a university is an instrument with high potential for developing universities marketing strategies (Plank and Chiagouris, 1997). Although many studies have tried to investigate which criteria students use to select a college or university, few have tried to analyse this trough a model that allows the interaction of all these criteria. This study presents a model of university choice, analysed through structural equations modelling using the Partial Least Squares approach.

• Item Type: MPRA Paper
• Institution: University ob Beira Interior
• Language: English
• Keywords: Marketing; student recruitment and selection; high institution development; strategic planning
• Subjects: I - Health, Education, and Welfare > I2 - Education and Research Institutions > I21 - Analysis of Education; C - Mathematical and Quantitative Methods > C3 - Multiple or Simultaneous Equation Models ; Multiple Variables > C30 - General; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; I - Health, Education, and Welfare > I2 - Education and Research Institutions > I23 - Higher Education ; Research Institutions

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