Choice Of Higher Education Institution Research Articles

Impact of integrated marketing communication strategies on choice of higher education institutions

In today’s fiercely competitive realm of higher education, Integrated Marketing Communications (IMC) have emerged as a crucial approach for institutions to effectively connect with prospective students. This study examines the influence of IMC strategies on students’ choices of higher education institutions (HEIs) in Bangalore, India. Using a descriptive research design, data were gathered via a structured questionnaire from a sample of 384 students. The findings reveal notable disparities in perceptions of IMC based on gender, academic discipline preference, and institution type. Interestingly, age does not yield significant differences in IMC perceptions. A positive correlation (0.632) between IMC perceptions and choice of HEIs underscores the importance of customized strategies in attracting and engaging students. IMC strategies such as digital marketing, social media engagement, content marketing, alumni engagement, and student ambassadors significantly influence the choice of HEIs with the variance of 0.315, 0.523, 0.394, 0.619, and 0.298, respectively. Further, IMC strategies such as digital marketing, social media engagement, alumni engagement, partnership with influencers, and student ambassadors significantly influence the selection of disciplines with the variance of 0.298, 0.642, 0.497, 0.421, and 0.234, respectively. In essence, this study emphasizes the pivotal role of effective IMC strategies in higher education choice decision-making and provides actionable insights for institutions seeking to refine their marketing approaches.

Специфіка формування конкурентних переваг ЗВО на основі ціннісного підходу в умовах війни

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.

Student Preference on Choice of Higher Education Institutions: A Case Study of Royal University of Bhutan, Bhutan

Making a right choice for tertiary level education is very crucial. This paper aims to uncover the factors that students deem crucial related to their preference of higher education institutions and desired courses. Cross sectional survey design was adopted for this study. A total of 287 data (124male, 163 females; age range 18-38 year) of first year undergraduate students were collected from four government colleges under Royal University of Bhutan. Stratified random sampling technique was used to collect structured questionnaire based on 5-point Likert scale. The study applied simple descriptive statistics and multiple linear regression model to verify the importance given by students to the influencing factors and predict the relationship between the predetermined factors and students’ choice of higher education institutions. Results showed a model fit R value of 0.678 and the Durbin Watson test statistic was 1.723. Factors including student attribute, social influence, financial aid, and higher institute characteristics all were identified to have a positive influence on the students’ preference of higher education institution choice. Strategies like promotion of the higher education institution need to be emphasized through various media channels to strengthen effective recruitment in higher education institution.

ВПЛИВ ЕКОНОМІЧНОЇ СИТУАЦІЇ На ВИБІР МОДЕЛІ ПРОФЕСІЙНОГО НАВЧАННЯ

The article forms a vision of the impact of the economic situation on the choice of higher education institutions of the appropriate model of vocational training. The level of demand for educational services in accordance with the change of their consumers, effective demand in the labor market, the specifics of the global pandemic COVID-19, which led to the emergence of blended learning. The multifaceted nature of development is highlighted. Studies of the state of national education over the past five school years have confirmed its abrupt nature due to the influence of demographic, economic, political factors and the growth of services provided. The current trends in education and its new trends are highlighted: digitalization, prioritization, microlearning, visualization, humanization, immersive learning, additional online educational profession, editing, balance and well-being, proactivity. As an integral part of the educational process, the online format has become the basis for the emergence of blended (hybrid) learning. Applicants for higher education become active participants in the learning process. Changing pedagogical technologies that adapt to the challenges of blended learning have affected the use of digital tools and shifted the emphasis to the active position of higher education seekers. The emergence of a new model of education as a set of learning formats, pedagogical approaches, tools for their implementation requires the restructuring of the educational process. In this sense, it is important to ensure an individual educational trajectory, which makes it necessary to propose such a trajectory and internal perception of its choice. The stages of preparation of various forms of classes for online classes are considered. The detailed algorithm of preparation of educational and methodical materials on the Google Classroom platform is given; selection of the system of notification of applicants; formation of information about the organizational content of the discipline and other auxiliary components. The specifics of preparing and conducting an online lecture with the selection of elements that distinguish it from the offline format are analyzed. The rules of preparation for a practical lesson as a complex process are given. Features of preparation for modular tests, consultations and online exam are considered. It is established that any model of training is associated with the cost of its implementation, which necessitates a change in the structure of these costs for each entity under the influence of economic and political factors and increase the share of costs for technical support of distance learning

The Privilege of Choice: How Prospective College Students’ Financial Concerns Influence Their Choice of Higher Education Institution and Subject of Study in England

ABSTRACT A hallmark of English higher education (HE) over the last twenty years has been policies seeking to increase provider competition and student choice. Central to this has been student funding policy changes, leading to rising college costs. This article asks if prospective HE students’ concerns about college costs and the financial strategies they anticipate using because of them, widen or limit their choice of HE institution and subject of study. It calls on the findings from a nationally representative survey of 1,374 English college applicants and uses latent class analysis to develop a typology of students’ planned financial coping mechanisms: Minimizing costs; Managing costs and maximizing returns; and No financial concerns; which prove to be socially stratified. Minimizing costs students are the most disadvantaged and adopt mechanisms which constrain their choices of where and what to study, unlike students in the other groups. Thus, government policies aimed at improving student choice potentially have the opposite effect for the most disadvantaged, perpetuating existing inequalities in access to, and the experience of, HE.

The role of higher education in spatial mobility

The role of higher education in social and spatial mobility has attracted considerable attention. However, there are very few countrywide databases that follow the career paths of graduates from their place of birth, through their enrollment in university, and ultimately to their workplace. However, in Hungary, there is an excellent source maintained by the government’s Education Authority containing information on career tracks, which allows one to follow all students from their place of birth, through their choice of higher education institution, to their workplace. With the combination of gravity-like economic models and the proposed mobility network, this paper examines the mediating and retaining role of institutions. This paper also proposes how to calculate the added value of location and institution in salaries and how to use these values to explain mobility between locations. The paper also shows how economic inequities influence revealed application preferences through the asymmetry of the mobility network.

Joint Programs in Vietnam in the Time of COVID-19 Pandemic: “A model” of Students’ Preference (What do Learners Care about?)

This study is among the first attempts to provide an understanding of factors affecting students’ intention to choose the joint programs for undergraduate education in Vietnam in the time of new normal context (i.e. COVID-19 pandemic). A questionnaire-based survey was employed to collect data from high school and undergraduate students. The Partial Least Square-Structural Equation Modeling (PLS-SEM) method is used to analyze the data collected. Overall, results show that the joint programs that are attractive to Vietnamese students/pupils should have international standardized content, include subjects that are highly applicable, qualification of teaching staffs. In terms of COVID-19 pandemic effect, the COVID-19 pandemic increases the probability of student choosing joint programs. This finding predicts that there may be a significant drop in the number of students studying the joint programs in Vietnam after the COVID-19 is under control as they may go to study abroad.
 Keywords:
 Joint program, Vietnam, student’s preference, PLS-SEM.
 References
 [1] R. Mellors-bourne, T. Hooley, J. Marriott, Understanding how people choose to pursue taught postgraduate study (2014). https://derby.openrepository.com/handle/10545/315917[2] K. M. Elliott, D. Shin, Student Satisfaction: An alternative approach to assessing this important concept. Journal of Higher Education Policy and Management, 24(2) (2002) 197–209. https://doi.org/10.1080/1360080022000013518.[3] R.A. Peterson, W.R. Wilson, Measuring Customer Satisfaction: Fact and Artifact. Journal of the Academy of Marketing Science 20(1) (1992) 61–71. https://doi.org/10.1177/009207039202000106[4] P. Sheppard, R. Smith, What students want: using a choice modelling approach to estimate student demand. Journal of Higher Education Policy and Management 38(2) (2016) 140–149 (in Vietnamese). https://doi.org/10.1080/1360080X.2016.1150236[5] N.Q. Nghi, K.N. Huyen, P.Q. Cuong, L.K. Thanh, Factors affecting satisfaction on conducting scientific research among young lecturers in Can Tho University. Can Tho University Journal of Science, 51 (2017) 41-52. https://doi.org/10.22144/ctu.jvn.2017.093 [6] J. Hemsley-Brown, I. Oplatka, University choice: What do we know, what don’t we know and what do we still need to find out? International Journal of Educational Management, 29(3) (2015) 254–274. https://doi.org/10.1108/IJEM-10-2013-0150[7] R. McManus, J. Haddock-Fraser, P. Rands, A methodology to understand student choice of higher education institutions: the case of the United Kingdom. Journal of Higher Education Policy and Management, 39(4) (2017) 390–405. https://doi.org/10.1080/1360080X.2017.1330806.

Decision-making system for higher education university selection: comparison of priorities pre- and post-COVID-19

PurposeUniversity selection in higher education is a complex task for aspirants from a decision-making perspective. This study first aims to understand the essential parameters that affect potential students' choice of higher education institutions. It then aims to explore how these parameters or priorities have changed given the impact of the COVID-19 pandemic. Learning about the differences in priorities for university selection pre- and post-COVID-19 pandemic might help higher education institutions focus on relevant parameters in the post-pandemic era.Design/methodology/approachThis study uses a mixed-method approach, with primary and secondary data (university parameters from the website and LinkedIn Insights). We developed a university selector system by scraping LinkedIn education data of various universities and their alumni records. The final decision-making tool was hosted on the web to collect potential students' responses (primary data). Response data were analyzed via a multicriteria decision-making (MCDM) model. Portal-based data collection was conducted twice to understand the differences in university selection priorities pre- and post-COVID-19 pandemic. A one-way MANOVA was performed to find the differences in priorities related to the university decision-making process pre- and post-COVID-19.FindingsThis study considered eight parameters of the university selection process. MANOVA demonstrated a significant change in decision-making priorities of potential students between the pre- and post-COVID-19 phases. Four out of eight parameters showed significant differences in ranking and priority. Respondents made significant changes in their selection criteria on four parameters: cost (went high), ranking (went low), presence of e-learning mode (went high) and student life (went low).Originality/valueThe current COVID-19 pandemic poses many uncertainties for educational institutions in terms of mode of delivery, student experience, campus life and others. The study sheds light on the differences in priorities resulting from the pandemic. It attempts to show how social priorities change over time and influence the choices students make.

English

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.

FORMING THE COMPETENCE OF HIGHER EDUCATION INSTITUTIONS AS A MODERN COMPETITIVE ADVANTAGE IN THE KNOWLEDGE ECONOMY

In a post-industrial society, sustainable and long-term competitive advantages of the business entities are formed on the basis of intangible assets that create unique competitive advantages that determine the uniqueness of the business entities in a competitive environment and generate additional consumer value for goods and services. For higher education institutions, one of such unique assets that creates competitive advantage is competence. The article presents the author's definition of the competence of higher education institutions as a unique combination of knowledge, skills, experience and organizational ties, which, combined with resources and technologies, create competitive advantages of higher education institutions and ensure its market success. The competence of higher education institutions is embodied in new products, processes, educational and scientific services with new consumer properties. Competence is always based on knowledge resources. The article reveals the dual nature of the competence of higher education institutions, which consists in the combination of individual and corporate competencies, which have similar components, but are manifested at different levels of corporate governance. The classification of sources of competence of higher education institutions as a combination of various knowledge resources has been formed. Factors that influence the choice of higher education institution, which should be considered in the formation of competence were identified on the basis of an expert survey. The key features of the competence of a higher education institutions are identified. The process of identification of sources of competence of a higher education institution is disclosed. The procedure for identifying sources of competence of higher education institutions basic on analyze the movement of knowledge in the knowledge cycle has been formed.

Brand of European Higher Education Institution as a Key Factor for Foreign Students

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.

Student choice of higher education institutions in a post-transitional country: evidence from Serbia

The sector of higher education in developed countries has been facing important structural changes over the last decade, which is now expanding to developing countries also. As the competitive landscape is changing, the trend of commercialisation of higher education has become more evident. Higher education institutions (H.E.I.s) have been developing their business strategies, with a clear focus on marketing activities, changes in organisational processes, and even changes in their priorities and missions, thus becoming more lucrative. Knowing student behaviour and criteria for choice decisions and recognising the main determinants of students’ choice is the basis for establishing an effective strategy of H.E.I.s. The aim of this article is to shed light on student choice criteria when deciding which institution in higher education to enrol, and to identify main moderating influences. Linear mixed model (L.M.M.) was used as the main methodological tool for analysing the main variation in the attitudes and expectations of students, based on several moderating variables, their socio-demographic and personal characteristics. The results reveal main institutional attributes that HEIs from a post-transitional country can use for the effective market positioning, and the influence of gender, academic aspirations and achievements on the assessment of various students’ choice criteria.

Transformation of school graduates’ educational strategies in the context of coronavirus COVID-19: regional dimension

The aim of the article is to present the results of the analysis of educational strategies of school leavers in the conditions of the coronavirus COVID-19 spread by comparing data on migration intentions for higher education, factors and motives for the choice of higher education institutions identified in 2019 and 2020 on the threshold of the USE. Data collection was carried out by the method of survey in the format of repeated research conducted in Smolensk region - a region characterized by territorial proximity to the most attractive university centers and outflow of applicants outside the home region. The sample (N=457 in 2019 and N=625 in 2020) is multistage. When analyzing the dynamics of educational strategies, the estimation of statistical significance of differences in shares was used. As a result of comparing the data obtained, a decrease in the migration activity of school leavers and an increase in return sentiments determined for the medium term were found. Decrease in demand for large university centers at increase of popularity of higher education in higher education institutions of home region is revealed. A significant strengthening of the factor of financial availability of higher education has been observed. Insignificant shifts in motives of a choice of HIGH SCHOOL are fixed: decrease in steadily significant earlier inquiries (additional packages of educational services, logistical equipment, presence of teachers from among known scientists, businessmen, politicians) at strengthening of importance of comfort and safety. The transformation of educational strategies of 2020 graduates is likely to be manifested in the increased demand for regional higher education systems and the growing popularity of distance learning.

The Influence of Safety and Security on Students’ Choice of University in South Africa

Higher education institutions (HEIs) are experiencing increased interest and enrolments in study programs by international students. For recruitment and retention purposes it is important that HEI managers understand the factors that influence a student’s choice of HEI. Prior studies have found that these factors may differ from country to country and may include culture, educational needs, campus activities, safety, and security, and socio-economic issues (such as an economic downturn and political or social instability). This article reports specifically on research into the influence of safety and security issues on national and international students’ choice of public university in South Africa. Two surveys conducted at different times were used to collect data from local and international students. The results indicate that safety and security, played a deciding role in both local students’ and international students’ choice of university in South Africa, and that the disruption to campus life associated with the #FeesMustFall student protests in South Africa in 2016 may have made international students more aware of safety and security issues on South African university campuses.

Factors Affecting Students Choice of Higher Education Institution: A Malaysian Perspective

Malaysia is currently having an increased competition among higher education institutions. The ambition of this research is to identify the relationship between the marketing mix model (7P) and students’ choice of Private Higher Education Institutions (PHEIs) in Malaysia. Primary data have been obtained from students in selected higher education institutions in Malaysia. The target respondents have been selected by using quota sampling method under the non-probability sampling technique. Self-administered questionnaires were distributed to the target respondents from different PHEIs (UniKL, UTAR, TARUC and SEGi University) and 302 useful questionnaires were collected. All questions are measured using a 5-point Likert Scale. The result reveals that the marketing mix (product, place, price, promotion, people, process and physical evidence) has a significant influence on students’ choice of PHEI. This research provides a better insight to help PHEIs to understand and develop best services to increase the students’ enrolment. This research also demonstrates the importance of the marketing mix (7p) model in higher education institutions’ perspective.

Perceptions of factors that affect employability amongst a sample of final-year students at a rural South African university

Orientation: The unemployment rate within the South African context is on the rise. Given this, there is a need to understand factors influencing employability amongst a sample of final-year students in preparation for their transit into the labour market. Research purpose: The overall objective of this research was to explore final-year students’ perceptions of factors that affect employability. This was amongst a sample of students that were enrolled at a rural university in South Africa. Motivation for the study: Within graduate employability studies, calls have been made to understand the factors around employability especially within a context of high unemployment. This study allows for an understanding of the journey from higher education into the labour market for previously disadvantaged individuals. Research approach/design and method: An interpretivist, qualitative research approach using an exploratory research design was adopted to explore student perceptions and concerns of employability. Focus-group interviews were used as a data gathering technique amongst 30 final-year students about to exit the university system. Data were recorded, transcribed and processed, and narrative analysis used. Main findings: Through the analysis, a set of six factors were perceived to influence employability: (1) poor socio-economic status, (2) a poor education system, (3) curriculum issues, (4) the choice of higher education institution and (5) social connections to which the student belongs to. Practical/managerial implications: Through the identified factors, career counsellors can better understand their clients and those issues that shape their lived experiences. The findings can also assist the provision of better career guidance services. Contribution/value-add: This study provides an understanding of the complex issues facing potential graduates through lived experiences. It provides an understanding of student perceptions towards employability, which policymakers should consider when addressing the issue of unemployment in the country.

CHANGING CAREER DIRECTION FROM HIGHER EDUCATION TO VOCATIONAL EDUCATION AND TRAINING

The article discusses the problem of overeducation which is described as a situation when individuals gain education higher than required in the labour market and, thus, fall into the so-called opportunity trap (Brown et al., 2011). Individuals’ investment into their education does not meet the expectations: they must expand their career opportunities by changing a career direction towards vocational training. The article aims to reveal the reasons that lead to such a situation. The case analysis revealed three periods which characterize and explain transformations in individuals’ considerations about the value of education and qualification. The 1st period describes a transition of graduates from secondary school to higher education institution. It reveals factors determining the choice of higher education institution. The 2nd period describes experiences of students in higher education system until changing their career for vocational training. The 3rd period reveals main reasons and factors of students’ choices.

INNOVATIONS IN MARKETING OF ECONOMIC EDUCATIONAL SERVICES

Urgency of the research. The quality of the provided educational services determines the competitiveness of the workforce and the state as a whole, therefore, marketing of educational services and innovative approaches to it become of paramount importance, which determines the urgency of the chosen topic of research. Target setting. The number of entrants in Ukraine is decreasing every year. This tendency has a negative impact on the formation of intellectual capital in Ukraine and explains the expediency of the use of innovative marketing technologies by institutions of higher education . Actual scientific researches and issues analysis. The publications of such economists as R. Veerappan, V. Johnson, S. Ilyashenko, N. Kalenska, F. Kotler, I. Mashtakov, A. Oberdhain, K. Fox and others are devoted to the problems of innovations and marketing in education. Uninvestigated parts of general matters defining. The approaches to marketing of educational services based on new technologies which influence on consumers’ choice of higher education institution, should be developed and substantiated. The research objective. The purpose of the paper is to substantiate the list of innovative technologies and types of marketing of economic educational services, taking into account the characteristics of segments of their consumers, based on the study of the opinions of graduates of schools, technical schools and colleges and their attitude to sources of information about institutions of higher education The statement of basic materials. A survey of graduates of schools, technical schools and colleges in various cities of Ukraine was conducted. Segments of potential consumers of economic educational services were selected. The set of innovative technologies and types of marketing for each segment are substantiated taking into account the characteristics of consumers and their attitude to sources of information about institutions of higher education. Conclusions. The scientific novelty of the results is in the developed sequence of stages of substantiation of innovative marketing technologies, which are expedient to be used by institutions of higher education, depending on the characteristics of the segments of consumers.

Social influence and student choice of higher education institution

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.

Choice of Higher Education Institutions: Perspectives of Students from Different Provinces in China

This study aims to find factors linked to university choice in China that work for or against students’ access to higher education. China has undertaken many reforms in the past two decades and has rapidly expanded its higher education system. The transition from a sequential to a parallel mechanism for students to select universities is a significant change in the admission process. The expansion of higher education increased the number of high school graduates who dream of going to top-ranked Chinese universities. With this dream, students start preparing themselves for higher education during basic education. Despite the increase in top-ranked universities, the issues such as school education, familial expectations, choices of city and of major have a significant impact on students’ choice of university.