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- Title
A higher education marketing perspective on choice factors and sources of information considered by prospective first-year students in Botswana.
- Authors
Zhou, Noel
- Abstract
The increasing nature of competition in the higher education sector of Botswana means that universities need to craft strategies to be more competitive. The recipe for competitiveness is primarily hinged on the ability of universities to be cognisant of the factors that influence prospective learners in selecting a university of choice to study. They also critically need to know the sources of information where prospective learners acquire information to redirect their marketing strategies. This paper investigated the factors influencing the choice of university of study. The paper also aimed to examine the information sources used by prospective university students when making university choices. The study followed a qualitative research approach, collecting data from in-depth interviews. Thematic narrative analysis was used to unpack the underlying influences on decision-making. Concerning the sources of information, the main findings of this study indicate that prospective students get their information from multiple sources. The most influential sources identified are (i) family and friends, (ii) career fairs and exhibitions, (iii) social media, and to a lesser extent (iv) the mass media, and (v) promotional materials. Concerning the factors that influence prospective university students' choice of university, factors such as (i) university location, (ii) availability of accommodation, (iii) perceptions of university reputation, (iv) quality of academic programs, (v) alignment of lifelong interests and desires, and (vi) the perception of employability were found to be more influential. Other factors that are less influential include (i) the degree of persuasion, (ii) funding issues, (iii) costs associated with applications, and (iv) government processes and procedures. The findings have potential to influence universities' marketing strategies and policies in building competitiveness and in improving enrolment numbers.
- Subjects
HIGHER education; MARKETING; QUALITATIVE research; SCHOOL enrollment; EDUCATORS
- Publication
International Journal of Research in Business & Social Science, 2024, Vol 13, p446
- ISSN
2147-4478
- Publication type
Article
- DOI
10.20525/ijrbs.v13i4.3358