An interactive decision-making model of international postgraduate student course choice

Carolyn McNicholas and Rita Marcella

Journal of Marketing for Higher Education, 2024, vol. 34, issue 2, 802-827

Abstract: This paper explores the decision-making process of international non-EU postgraduates when choosing a qualification from a UK business school and proposes a new model which reflects the iterative, cyclical and continuous nature of the process. The degree of rigour and rationality employed in decision-making was often limited and influenced by culture and the composition of the decision-making unit (DMU). A Decision Maker Typology is proposed which will support segmentation strategies. Postgraduates continuously searched for information and relied on word of mouth information from students, parents, agents and academic staff. Online sources (websites, search engines and reviews) were perceived uncritically to be trustworthy sources. Data on reputation, rankings and friendship groups helped form choice sets. Forty-two qualitative interviews were conducted with international postgraduates from one Post-92 University. The need to meet the information requirements of all DMU members and stimulate information exchange to create a virtuous circle of communication was identified.

Date: 2024
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DOI: 10.1080/08841241.2022.2076276

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