My place or yours? Perceptions of, and selection choice criteria for, higher education institutions: the case of UK and Malaysian students

Abstract

There have been a number of studies aimed at assessing student's perceptions of higher education institutions (HEIs) from around the world and based on the results, informing university recruitment strategies and plans. However, no study has addressed a comparison of the UK and Malaysian student's perceptions of the quality of HEIs around the world, or the reasons for, and influencers on, the choice of them. This undergraduate study, based on a large sample of students in one typical HEI in the UK and Malaysia, addresses these issues and shows surprising similarities between both sets of students in terms of perceptions of institutional quality, reputation, reasons for choice of HEI and influencers of choice. Based on the results, recommendations are made on relevant marketing strategies not only to attract international students, but also to address important factors, such as 'location' (e.g. city or rural), 'reputation' (e.g. reputation of university staff), 'learning environment' (e.g. quality of course content, course information and learning materials) and 'career prospects' (e.g. reputation of university for employability after study).