Re-evaluating the postgraduate students’ course selection decision making process in the digital era

Hall, Angela and Towers, Neil ORCID: 0000-0002-2582-2241 (2020) Re-evaluating the postgraduate students’ course selection decision making process in the digital era. Studies in Higher Education, 45 (6). pp. 1133-1148. doi:10.1080/03075079.2018.1545757

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The paper explores how postgraduate (PG) students make course selection decisions in the digital era. An increased use of digital media and availability of information, including recommendations impacts Higher Education (HE) PG decision-making. A detailed exploratory study with seven PG student focus groups (UK, EU and International) was undertaken. The results found a circular decision-making approach with evidence of rational and emotional decisions where students do not always commence with a wide choice set. Online forums, Word-of-Mouth / electronic Word-of-Mouth from past/existing students, family and friends are important influencers, as students considered PG study from one month to four years prior to starting a course. Significant findings included examples of a wide variety of universities within their choice set, often across different countries and/or regions within a particular country. Implications for universities understanding the PG student decision-making process involve possible ramifications to existing PGHE models.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Post graduate higher education; Consumer decision making models; Millennials; Focus group method; Digital communication
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Susan Turner
Date Deposited: 15 Nov 2018 12:29
Last Modified: 03 Aug 2023 09:23

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