Delving into Undergraduate Students’ Choice of Higher Education in Uganda

Abstract

This chapter examines the process of choosing a higher education institution by undergraduate students in Uganda. While marketing has to some extent been appreciated by private higher education institutions in Uganda, public higher education institutions and their services remain poorly marketed. Also, in this Chapter, it is indicated that factors such as reference groups, family background and sponsorship all influence students’ choice of a higher education institution. In the end, the Chapter recommends that all higher education institutions in Uganda must consider marketing themselves if they intend to compete in a global village. This will make such institutions more relevant as agents of sustainable development.