Marketing the University to Student-Athletes: Understanding University Selection Criteria

Kimberly M. Judson, Jeffrey D. James and Timothy W. Aurand

Journal of Marketing for Higher Education, 2002, vol. 14, issue 1, 23-40

Abstract: As competition for top athletes intensifies, and as challenges associated with recruitment increase, universities must develop and employ recruiting strategies based upon attributes that student-athletes identify as important to their decision-making process. The study investigates college choice decision attributes of student-athletes, identifies key choice criteria, and examines gender and ethnicity issues related to student-athlete college choice. Three of the four decision attributes identified as being most important focused on academic characteristics of the university. Male student-athletes placed a higher value on athletic characteristics of the university as compared to female student-athletes, and females placed a higher value on academic characteristics as compared to male student-athletes.

Date: 2002
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:14:y:2002:i:1:p:23-40

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DOI: 10.1300/J050v14n01_02

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