An Investigation into the Influential Factors That Impact Consumer Decision-Making among Prospective Online MBA Students

Autor/in	Jeckells, Harriet
Titel	An Investigation into the Influential Factors That Impact Consumer Decision-Making among Prospective Online MBA Students
Quelle	In: Journal of Marketing for Higher Education, 32 (2022) 2, S.278-304 (27 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2020.1868038
Schlagwörter	Decision Making; Masters Programs; Business Administration Education; Telecommunications; Foreign Countries; Consumer Economics; Online Courses; Student Attitudes; Graduate Students; Accreditation (Institutions); Foreign Students; Comparative Analysis; Costs; Reputation; College Choice; Course Content; Marketing; Strategic Planning; Student Recruitment; Competition; Institutional Characteristics; United Kingdom + Suchen Sie Ihr Suchwort? Decision-making; Entscheidungsfindung; Magister course; Magisterstudiengang; Telekommunikationstechnik; Ausland; Konsumökonomie; Online course; Online-Kurs; Schülerverhalten; Graduate Study; Student; Students; Aufbaustudium; Graduiertenstudium; Hauptstudium; Studentin; Accreditation; Institution; Institutions; Akkreditierung; Staatliche Anerkennung; Institut; Cost; Kosten; Studienortwahl; Kursprogramm; Strategy; Planning; Strategie; Planung; Wettkampf; Großbritannien
Abstract	This research investigates the influential factors impacting CDM among prospective online MBA students, using qualitative interviews. This research focus is contextualised with analysis on the CDM process and the disparity between UK and international students, to gain a deeper understanding of the dynamics of the influential factors. The findings of this research point to accreditation, price and rankings having the most influence on CDM among prospective online MBA students. It suggests that the CDM process among international students is more extensive than among UK students. International students' searches had a longer duration, compared more programme alternatives, favoured detailed information such as course content and marketing materials, and searches often culminated in an application to more than one university. Meanwhile, UK students were more influenced by outbound university phone communications, which the data imply is attributable to English being their first language. Concluding practical recommendations include marketing messaging optimisation, strategic focus on rankings, accreditation and pricing and driving brand loyalty among prospective international students. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01