A model of university choice: an exploratory approach

Mário Lino Barata Raposo and Helena Baptista Alves ()

MPRA Paper from University Library of Munich, Germany

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.

Keywords: Marketing; student recruitment and selection; high institution development; strategic planning. (search for similar items in EconPapers)
JEL-codes: I21 C30 M31 I23 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-edu, nep-hrm, nep-mkt and nep-sog
Date: Written 2007-10-31
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