Selection Criteria Used by Graduate Students in Considering Doctoral Business Programs Offered by Private vs. Public Institutions

Marion S. Webb, Ronald L. Coccari, Augustine Lado, Lida C. Allen and Alan K. Reichert

Journal of Marketing for Higher Education, 1997, vol. 8, issue 1, 69-90

Abstract: The purpose of this study was to determine whether doctoral business students' perceptions of private and public institutions differed and whether these differences provide the potential for sustained competitive advantage. The results of this study indicate that private institutions tend to be more attractive to students because these institutions: (a) are perceived to have a strong reputation for quality, (b) employ more effective promotional strategies, (c) are more competitive in terms of program length, and (d) provide more attractive nonacademic opportunities. On the other hand, public institutions appear to have the following advantages: (a) appeal more readily to students where considerations are important, (b) offer additional graduate study opportunities (Ph.D./D.B.A.) in the business areas beyond the Master's Degree, and (c) appear to offer more in the way of physical facilities.

Date: 1997
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DOI: 10.1300/J050v08n01_06

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