The Effect of University Marketing Efforts on Students’ Academic Decision-Making: An Empirical Study

Abstract

This study examines the influence that university marketing tools focusing on certain demographics (i.e., gender and age) have on students’ academic decision-making. The marketing students sampled rated their decision-making process in regards to college selection, selection of a Business Administration major, and selection of an option within that Business Administration major. The findings indicate that university marketing efforts are more influential for younger students already enrolled regarding their choice of a college or school. Refined university outreach programs are necessary to better inform and direct students’ post-enrollment decision-making.