Growing private providers and constraints in the choice of higher education institutions: Impact on access to higher education

This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of brands of European Higher Education Institutions as a key factor for foreign students. The globalization of education processes and the creation of a united European education area have increased foreign students' interest to study in Europe.Increasing unemployment, poverty, inconsistency in education, economic problems, political instability, low job opportunities, and unsafe environment are the undeniable reasons for young students to explore higher education opportunities in foreign countries. The main purpose of the research is to describe the factors affecting foreign students' choice ofEuropean Higher Education Institutions and provide information on the factors, which are of great importance. For achieving the aim, the previous research and scientific literature are studied, and a survey is conducted using a questionnaire. Investigation of the topic of brands of European Higher Education Institutions as a key factor for foreign students in the paper is carried out in the following logical sequence: the study of previous research and scientific literature and analysis of the survey results. Methodological tools of the research methods are the creation of a database of respondents, a survey on the factors impacting the choice of Higher Education Institutions in Europe by foreign students and analysis and interpretation of the survey results using nonparametric tests. The object of research is the field of Higher Education in Europe, and the subject of the research is consumer choice in Higher Education in Europe. The paper presents the results of an empirical analysis on brands of European Higher Education Institutions as a key factor for foreign students. It showed that four groups of factors – regional, political financial, and educational – play a significant role in the choice of European Higher Education Institutions by foreign students. The research empirically confirms and theoretically proves that the most significant role in the choice of Higher Education Institutions in Europe for all level of students – Bachelor's, Masters and Doctors - play educational factors, the least significant role – political factors. The results of the Kruskal-Wallis H test show that there are statistically significant differences in the assessment of the role of factors in choosing the place of studies in Europe in different levels of study programs. The results of the research can be useful for decision-makers in Higher Education Institutions in Europe when working out different student attraction strategies, thus increasing the number of students and competitiveness. Keywords foreign students, globalization, Higher education, International Business Administration, students' choice.

The purpose of the study is to develop proposals for the formation of competitive advantages by higher education institutions in the context of war based on a value-based approach. Methodology. The theoretical and methodological basis of the work is a system of general sci-entific and special methods of scientific knowledge, which are directly related to the purpose and objectives of the study. The research methods used in the study include statistical, comparative analysis and generalisation methods to identify the factors influencing the change in demand in war-time. Index methods were used to assess the severity of competition and the core of the higher edu-cation market. The method of hierarchy analysis by T. Saaty was used to establish the weight of value criteria by students, independent of the subjectivity of their choice. Findings. It has been found that in the higher education market, the concept of marketing in-stitutionalisation was applied in response to the spread of the COVID-19 pandemic and the specifics of higher education institutions in wartime. This has forced the educational, scientific and innova-tive components of higher education institutions to undergo dramatic changes. Based on the analysis of the competitive environment of higher education institutions and the results of a marketing study of student opinion, the value parameters of students' choice of higher education institutions in times of war are identified. The value parameters of the choice of higher education institutions include: the level of qualification of the teaching staff; the region of location of higher education institutions; cooperation with foreign universities; reviews in social networks; and the availability of the chosen speciality. Using the method of hierarchy analysis, T. Saaty has established a ranking of universities ac-cording to the criteria that are valuable for students. As a result of the study, recommendations are made on the implementation of value parameters of students' choice of higher education institutions in the model of providing educational services of higher education institutions. It is proved that the model of providing educational services of higher education institutions should be developed taking into account the strategic directions of development of higher education institutions, hierarchical, value-based approaches, added value and complementary development of related and compatible sectors of the economy. Practical implications. The model of providing educational services by higher education insti-tutions based on the value-based approach is recommended to be used in the development of pro-grammes to motivate students to return to the country after completing their studies in order to re-store Ukraine's economy in the post-war period by the marketing departments of such institutions as the Ministry of Digital Transformation, the Ministry of Education and Science of Ukraine, the Ministry of Infrastructure of Ukraine, the State Employment Service under the Ministry of Econo-my of Ukraine and other institutions. Value. The implementation of value-based parameters of choice by higher education institu-tions in the model of providing educational services by higher education institutions increases the ability for dynamic growth in innovation and integration, adaptive flexibility to changes in the glob-al higher education market, and ensures the realisation of national interests in education. Taking in-to account international rankings will help to raise awareness among consumers of educational ser-vices about the priority of educational services, identify the professionalism of staff, improve the quality of management of educational processes, and facilitate the integration of higher education institutions into the international scientific and educational space.

The purpose of the article is to determine the vectors of building an effective interaction with employers in the system of higher library and information education. The methodology. Socio-communicative and system-structural approaches were applied, which made it possible to determine the directions and functions of communication links in the system of gradual library and information education, to prove the importance of strengthening the communication interaction in the “higher education institution — employer”, “student of higher education — employer”, “graduate of a higher education institution — employer” subsystems. Based on the application of sociological research methods (questionnaires and surveys, monitoring of the employment of graduates), the necessity of establishing comprehensive relations in the “student of higher library education program — employer-director of the library” system has been proved in order to form the general and professional competencies in applicants that are in demand at the labor market. The results. Based on the analysis of the modern pedagogical idea and the own years-long teaching experience, the issue of building an effective cooperation between higher education institutions and employers was considered for the first time. Emphasis is placed on the translation of “student-teacher” academic communication into future professional relations of “graduate — employer”. A systematic approach to the organization of communication interaction between the graduate departments of KSAC in the specialty 029 “Information, library and archival affairs” and employers is highlighted, which involves various formats, methods, ways and technologies of communication interaction of all stakeholders in the quality training of library personnel (students of higher library education, scientific — pedagogical staff, graduates, heads of library institutions), aimed at the requirements of the modern labor market. Based on the results of a survey within the directors of libraries of Kharkiv and Kharkiv region, the qualities of graduates of KSAC prioritized by employers were determined, and their rating was the following: professional knowledge (89%), mastery of modern ICT (87%), reader orientation (56%), sociability (55%), creativity (46%), responsibility and reliability (35%), leadership (34%), organizational skills (32%), speech culture (26%), appearance (21%). The effectiveness of the implementation of employment monitoring, involvement of employers into teaching, review of educational programs and qualification works of students, participation in final assessment, has been proven. The scientific topicality. The sociological study “A graduate in the eyes of an employer” carried out by the Department of Digital Communications and Information Research of KSAC revealed two key problems that affect the effectiveness of communication interaction in the “graduate — employer” system: 1) graduates easily use digital technologies — digital skills, but have weaker communication technologies (communication skills), standards of business communication, which inhibits their professional adaptation; 2) the culture of academic communication “student — teacher” is translated into professional interaction “graduate — employer”, which forms behavioral models of future librarians already at the student desk. This requires the strengthening of systematic cooperation between higher education institutions and leading employees of information structures, libraries, archives, museums and other document and communication institutions of society. The ways of improving of the communication patterns of students, teachers and employers, strengthening of their interaction, partnership and responsibility have been determined. It was revealed that all stakeholders involved into the training and refresher course of the new generation of library and information personnel look toward to close communication in order to improve the professional and personal qualities of graduates, their competitiveness at the modern labor market, and quick adaptation to the requirements of the library industry and to a specific workplace. The practical significance. The results of the study can be used by Ukrainian institutions of higher education in the process of improving educational programs for training specialists in the specialty 029 Information, library and archival affairs, as well as to increase the effectiveness of cooperation with employers in all possible areas of communication interaction in the system of training of library specialists of all educational degrees, which will contribute to increasing their competitiveness at the global information market.

A higher education institution (HEI) like any other business institution, needs to understand its customers’ needs and wants in order to remain competitive and survive among higher education providers. Although general empirical studies reported factors which influence students’ choice of tertiary education institutions in many countries, there is a dearth of related literature on these factors in Nigeria. This study investigated the evaluative criteria used by students and parents in the selection of higher education institutions (HEIs) in Nigeria. The empirical analysis indicated HEIs choice was significantly impacted on by the location, teaching quality and opinion of parents, facilities, reputation and proximity. However, the cost of programme and security do not have significant effect on the choice of HEIs. It is therefore recommended that managers of HEIs should concentrate on the variables that significantly impacted on the choice of HEIs.

The purpose of this study is to examine the factors that influence students' loyalty in the private higher education (PHE) institutions. The survey is conducted on 225 respondents who are based from 27 PHE in Bandung City, Indonesia. The results reveal that the image of higher education institution does not affect students' satisfaction, but it affects the trust and loyalty of students. It is then discovered that the image of higher education institution and students' satisfaction indirectly affects students' loyalty through students' trust. Therefore, students' trust is a good mediator for higher education institution's image and students' satisfaction to students' loyalty. Based on the findings, this study also provides a strategy for managers in private higher education institutions in building students' loyalty. The implications of the study raise a number of opportunities for future research by both public and private higher education institutions on attracting and retaining students.

The purpose of this study is to examine the factors that influence students' loyalty in the private higher education (PHE) institutions. The survey is conducted on 225 respondents who are based from 27 PHE in Bandung City, Indonesia. The results reveal that the image of higher education institution does not affect students' satisfaction, but it affects the trust and loyalty of students. It is then discovered that the image of higher education institution and students' satisfaction indirectly affects students' loyalty through students' trust. Therefore, students' trust is a good mediator for higher education institution's image and students' satisfaction to students' loyalty. Based on the findings, this study also provides a strategy for managers in private higher education institutions in building students' loyalty. The implications of the study raise a number of opportunities for future research by both public and private higher education institutions on attracting and retaining students.

According to Sheffield Hallam University’s Access and Participation Plan (20/21-24/25), there has been an increased number of disabled students entering Higher Education (HE), with 14.6% of students declaring a disability in the sector. Therefore, this review of the literature explored potential barriers into Higher Education for students with disabilities. Within Higher Education institutions, disabled students may be categorised into having ‘mental health’, ‘cognitive and learning’, ‘sensory, medical and physical’ or ‘multiple impairment’ related disabilities. This review was commissioned in collaboration with the Higher Education Progression Partnership (South Yorkshire), with the aim of identifying barriers into Higher Education institutions for disabled students. Evidence provided from this literature review is intended to assist in developing a rationale for an intervention design and delivery that alleviates the barriers into Higher Education for disabled students. From examining the literature, a prominent barrier that emerged was a lack of accessibility at university. For instance, an inconsistent willingness from tutors to make reasonable adjustments to assessments, a lack of understanding of autism spectrum disorder (ASD) characteristics and spread-out university campus buildings that were inaccessible for students with Cerebral Palsy/walking disabilities. The research findings also revealed that there was a lack of accessible spaces on campus for disabled students, especially for students with ASD to interact. Furthermore, disabled students’ perceptions of stigmatisation and discrimination of disclosing their disability was another key barrier into Higher Education. For instance, during the application process to university, students believed that it would jeopardise their opportunity to be accepted into their chosen Higher Education institution if they were to disclose their disability.

Higher education (HE) plays a predominant role in the development of any society. The expansion of HE all over the country (Angola) through the creation of new public and private higher education institutions (HEIs), as well as the creation of internal and external scholarships, have been some of the policies aimed at increasing access to HE, especially the increase in women’s access to HE. Giving the growing number of HEIs throughout the country, the Government’s main concern is their quality. This article aims to assess the factors that lead students to choose a particular HEI. The question raised is whether, the factors influencing the choice of an HEI in a developed country are the same when it comes to a developing country. To obtain the data, focus group was applied, whose answers were the basis for the construction of a survey that was distributed to students As a result, 6 dimensions were obtained: Issues related to scientific activities, such as ranking of research, lectures and location; although the importance in determining the HEI does not carry the same weight in the choice of an HEI by these students. Key words: Higher education (HE), determining factors in the choice of higher education institutions (HEI), Angola.

Internationalization of Higher Education: Analysis of Factors Influencing Foreign Students’ Choice of Higher Education Institution

The increasing number of higher education institutions in South Africa has led to intense competition in attracting and enrolling potential students. Digital advancement has made potential students rely on the internet to seek information to make an informed decision regarding their choice of higher education institutions. The study aimed to investigate how digital marketing strategies affect prospective students' decision-making process when choosing private higher education institutions.The cluster sampling technique was used to draw a sample of 363 Questionnaires were collected from five private higher education institutions students, namely, Richfield, AAA School of Advertising, Rosebank, MANCOSA, and Varsity College in South Africa. The study utilised IBM SPSS to analyse the data. Ethics clearance was done by the researchers. Verbal consent was provided by the respondents.The results indicated that search engine optimisation (SEO), email marketing (EM), content marketing (CM), and social media marketing (SMM) were all found to have a statistically significant relationship with student decision-making.The results offer the private higher education institutions in South Africa the opportunity to adopt and invest in digital marketing strategies -such as search engine optimisation content marketing, email marketing, and social media marketing, to influence potential students’ decision-making on enrolment. This study contributes to the discussion on the digital marketing impact on business performance and extended the theory of the persuasive knowledge model.

The development and evaluation of an online intervention, ‘MePlusMe’, supporting mood, wellbeing, study skills, and everyday functioning in students in higher education

Digital competence is among the basic key competences for digital learning and employability. For this reason, its acquisition and development should be on the agenda of higher education institutions (HEIs) who wish to prepare their students to thrive in an ever faster evolving digital labour market. However, the existence of a valid instrument that can help HEIs measuring and further integrating digital competence into pedagogical and organisational practices with sufficient precision is yet to be accomplished. This article provides a valid and reliable instrument to measure higher education students' digital competence on the basis of the European Digital Competence Framework for Citizens, also known as DigComp. The instrument was applied to a sample of 411 students from a mid‐large public HEI and the results attest its validity and reliability. In addition, the study explores proficiency differences among students from different fields of education and training, and gender. Results demystify the idea that ICT students are more digitally competent than those in other fields of study, but suggest males score higher than females, which feeds into the ongoing debate of gender differences in relation to digital technologies and the readiness of females for the digital labour market. The results lead to clear implications for research and practice. Practitioner notes What is already known about this topic Digital competence is critical for higher education (HE) students to benefit from digital learning, strive in a digital society and increase employability prospects. There is a lack of valid instruments to measure higher education (HE) students' digital competence and facilitate the identification of digital competence gaps. Few studies focus on the relationship between HE students' digital competence, gender and fields of education and training (FET). What this paper adds A valid and reliable instrument based on a common European framework for digital competence. HE students lack the necessary digital competences to effectively cope with digital environments. Digital proficiency is particularly low regarding “Safety”, “Problem solving” and “Digital content creation” competence areas. ICT students show less proficiency than those from other FET. Male students score higher than females. Implications for practice and/or policy The instrument can be adopted by different stakeholders to assess students/future job seekers' digital competence. HE institutions could benefit from such an instrument as a diagnosis to design specific teaching and learning strategies and target students' proficiency and particular needs. Tackling specific FET and competence areas can better support the development of students' digital competence and facilitate their employability prospects.

The relevance of the study is caused by great challenges facing the educational system. First of all, we mean the degree of compliance between the level and quality of training provided by the education system and real requirements of the labor market where the skillful knowledge of digital technologies comes to the fore. Important in this aspect is how applicants and their parents choose the university for training. In this regard, this article aims to analyze the issue of applicants’ and their parents’ choice in relation to higher education. The leading method for this study is the sociological method with the subsequent interpretation of results, that allows to make a comprehensive review of the structure of the main factors affecting the choice of an educational institution for training. Taking into account that parents of applicants play a significant role by the decision making process in this sphere, their position was also studied. The article presents results of the aggregated digital data obtained in the course of sociological research (questionnaire in the electronic form). The authors describe the most significant factors influencing the choice of an educational institution, as well as the main differences in relation to the factors affecting the choice of an educational institution by parents and applicants. The materials of the article are of practical value for employees of higher educational institutions, scientists, applicants, students and parents of future students.

This conceptual paper discusses changes in higher education sector, growing competition as a result of new private education providers and the adoption of student-as-customer perspective in recruitment and marketing of higher education institutions. The paper reviews numerous models of student choice and identifies inconsistencies in the role of social factors in the student choice. These inconsistencies are of special importance in current higher education landscape and growing prominence of peer-to-peer communication via social media. Consequently, a thorough understanding of influences that effect student choice of higher education institution is imperative. This conceptual paper puts forward a conceptual framework that integrates Kelman’s processes of social influence and Cialdini-Goldstein’s goals that underpin the acceptance of that influence to examine the effects social context has on student choice of higher education institution.

The aim of our study is to examine the factors that influence the choice of higher education institutions (HEIs). To this end, we have explored the evolution and current challenges of marketing in higher education. By conducting an empirical survey of students (n=2330) admitted in 2023 at a Central-Eastern European university, we identified the factors that influenced students' decision to apply. The initial 19 variables, then 15 variables included in the factor analysis, eventually resulted in four factors, which are "education and reputation", "dormitory and services", "opinion of others" and "city". The factors and factor weights were used to identify the strategically important factors that can help HEIs to achieve a more effective market presence and, accordingly, more precise targeting.