IDEAS home Printed from https://ideas.repec.org/a/cmj/seapas/y2014i5p37-42.html
   My bibliography  Save this article

Educational Marketing: Factors Influencing The Selection Of A University

Author

Listed:
  • Ionela MANIU

    (ASE researcher ,“Lucian Blaga” University of Sibiu)

  • George C. MANIU

    (ASE researcher ,“Lucian Blaga” University of Sibiu)

Abstract

Competition in the higher education sector is forcing the higher educational institutions (HEI) to develop more competitive marketing strategies. For developing universities marketing strategies HEI need to understand the student choice process of a university. Understanding university choice process is not easy, this process involves complex decision which affects students’ life (future career, friends, residence, etc.). Therefore, this paper presents a conceptual framework to explore the factors that influence university choice decision, in general, by investigating factors, relevant in literature, which most influence this decision. Among the factors identified are: institutional reputation, cost, employment opportunities, parents’ influence, educational offer, location. This study has been done in order to find the most important factors that influence choice of a university among Romanian students.

Suggested Citation

  • Ionela MANIU & George C. MANIU, 2014. "Educational Marketing: Factors Influencing The Selection Of A University," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 5, pages 37-42, November.
    • Handle: RePEc:cmj:seapas:y:2014:i:5:p:37-42
    as

    Download full text from publisher

    File URL: http://seaopenresearch.eu/Journals/articles/SPAS_5_5.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Tekle Shanka & Vanessa Quintal & Ruth Taylor, 2005. "Factors Influencing International Students' Choice of an Education Destination--A Correspondence Analysis," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 15(2), pages 31-46, March.
    2. Andrea M. Pampaloni, 2010. "The influence of organizational image on college selection: what students seek in institutions of higher education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 19-48, June.
    3. Schwartz, J. Brad, 1985. "Student financial aid and the college enrollment decision: the effects of public and private grants and interest subsidies," Economics of Education Review, Elsevier, vol. 4(2), pages 129-144, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. El Nemar, Sam & Vrontis, Demetris & Thrassou, Alkis, 2020. "An innovative stakeholder framework for the Student-Choice Decision making process," Journal of Business Research, Elsevier, vol. 119(C), pages 339-353.
    2. Ecaterina ȘIȘCAN, 2023. "Key Factors In Selecting Economic Higher Education Institution: Republic Of Moldova Case Study," Eastern European Journal for Regional Studies (EEJRS), Center for Studies in European Integration (CSEI), Academy of Economic Studies of Moldova (ASEM), vol. 9(1), pages 77-85, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yasine A. Qandile & Natalia Oganesyants, 2014. "Positioning for International Market Segments in Higher Education: Evidence from Saudi Arabia," Business Education and Accreditation, The Institute for Business and Finance Research, vol. 6(2), pages 61-69.
    2. Booij, Adam S. & Leuven, Edwin & Oosterbeek, Hessel, 2012. "The role of information in the take-up of student loans," Economics of Education Review, Elsevier, vol. 31(1), pages 33-44.
    3. Partenie Cristina-Veronica, 2019. "From Intent to Action – A Study Regarding High School Students’ Motivation in Choosing a University," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 29(2), pages 17-32, June.
    4. Ver Ploeg, Michele, 2002. "Children from disrupted families as adults: family structure, college attendance and college completion," Economics of Education Review, Elsevier, vol. 21(2), pages 171-184, April.
    5. Lafuente Ruiz de Sabando, Amaia & Forcada Sainz, Francisco Javier & Zorrilla Calvo, María Pilar, 2018. "The university image: a model of overall image and stakeholder perspectives," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    6. Rebecca J. Acosta, 2001. "How Do Colleges Respond to Changes in Federal Student Aid?," UCLA Economics Working Papers 808, UCLA Department of Economics.
    7. David M. Linsenmeier & Harvey Rosen & Cecilia Rouse, 2001. "Financial Aid Packages and College Enrollment Decisions: An Econometric Case Study," Working Papers 838, Princeton University, Department of Economics, Industrial Relations Section..
    8. Natalie Cox, 2017. "Pricing, Selection, and Welfare in the Student Loan Market: Evidence from Borrower Repayment Decisions," Working Papers 2017-2, Princeton University. Economics Department..
    9. Thompson, Fred & Zumeta, William, 2001. "Effects of key state policies on private colleges and universities: sustaining private-sector capacity in the face of the higher education access challenge," Economics of Education Review, Elsevier, vol. 20(6), pages 517-531, December.
    10. Thayse Schneider Silva & Marcelo Gattermann Perin & Rafael Luis Wagner & Kenny Basso, 2019. "The influence of advertisement repetition on price image in the context of higher education services," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(4), pages 342-352, August.
    11. Larry Singell & Mark Stater, 2006. "Going, going, gone: the effects of aid policies on graduation at three large public institutions," Policy Sciences, Springer;Society of Policy Sciences, vol. 39(4), pages 379-403, December.
    12. Maram S. Jaradat & Mohammad B. Mustafa, 2017. "Academic Advising and Maintaining Major: Is There a Relation?," Social Sciences, MDPI, vol. 6(4), pages 1-14, December.
    13. Lorenzo Frangi & Tingting Zhang, 2022. "Global union federations on affiliates’ websites: Forces shaping unions’ global organisational identity," British Journal of Industrial Relations, London School of Economics, vol. 60(2), pages 444-466, June.
    14. Milad Kalantari Shahijan & Sajad Rezaei & Vinitha Padmanabhan Guptan, 2018. "Marketing public and private higher education institutions: A total experiential model of international student’s satisfaction, performance and continues intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 205-234, June.
    15. Duchesne, I. & Nonneman, W., 1998. "The Demand for Higher Education in Belgium," Economics of Education Review, Elsevier, vol. 17(2), pages 211-218, April.
    16. Preethi PERERA & Nalin ABEYSEKERA & Dinesh SAMARASINGHE, 2016. "Potential Association Of Private University Branding Effots With Perceptions And Attitudes Of Prospective Students: A Study In Sri Lanka," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 164-179, November.
    17. Vásquez, Consuelo & Sergi, Viviane & Cordelier, Benoit, 2013. "From being branded to doing branding: Studying representation practices from a communication-centered approach," Scandinavian Journal of Management, Elsevier, vol. 29(2), pages 135-146.
    18. Gary Blau & Peter DeMaria, Jr & John DiMino, 2017. "Correlates of a University Counseling Center’s Perceived Service Promptness," Journal of Educational and Developmental Psychology, Canadian Center of Science and Education, vol. 7(2), pages 1-24, November.
    19. Dina Maria Amaro & Alzira Maria Ascensão Marques & Helena Alves, 2019. "The impact of choice factors on international students’ loyalty mediated by satisfaction," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 211-233, December.
    20. Vrontis, Demetris & Thrassou, Alkis & Melanthiou, Yioula, 2007. "A contemporary higher education student-choice model for developed countries," Journal of Business Research, Elsevier, vol. 60(9), pages 979-989, September.

    More about this item

    Keywords

    Higher educational institutions (HEI); University choice process; Factors that influence university choice;
    All these keywords.

    JEL classification:

    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • P23 - Political Economy and Comparative Economic Systems - - Socialist and Transition Economies - - - Factor and Product Markets; Industry Studies; Population

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cmj:seapas:y:2014:i:5:p:37-42. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Serghie Dan (email available below). General contact details of provider: https://seaopenresearch.eu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.