University course selection and services marketing

Abstract

Purpose -The purpose of this paper is to examine university applicants' choice processes using Kotler's five stage consumer buying process with a particular emphasis on the final stage of the process namely that of the purchase decision. Design/methodology/approach -Based on four focus groups with 22 students at one university in North-west England, post-enrolment. Findings -Applicants' choice processes are complex and not evenly supported by university departments. Using concepts from the field of services marketing, the student choice process as candidates progress through the Universities and Colleges Admissions Service system is critically interrogated. "Moments of truth" are seen to be critical in many students' decision to choose a specific university course. University personnel need to be mindful that the decision process is two way and takes place over an extended period of time.Research limitations/implications -This research has been conducted with respondents drawn from just one university and at one point in time. Practical implications -It is suggested that universities should refine and target their communications efforts, and pay close attention to the quality of the interactions with potential students throughout their relationship. In order to do this it is suggested that universities adopt a services marketing framework. Originality/value -Key themes from services marketing concepts are suggested to inform the analysis of what is and what could be done to maintain and enhance the university-applicant relationship as it progresses.

Preferensi Mahasiswa Terhadap Marketing Communication Mix

“…Namun anggapan Soutar dan Turner ini dibantah oleh Brown et al (2008) yang menyatakan bahwa seharusnya sebuah perguruan tinggi menyeleksi dan mentargetkan calon-calon mahasiswa dengan memperkuat intensitas komunikasi interaktif dengan mereka seperti yang dilakukan oleh perusahaan-perusahaan yang bergerak di bidang jasa. Brown et al juga menyetuskan konsep "moment of truth" yang berarti serangkaian proses komunikasi dari staf perguruan tinggi menjadi bagian yang paling signifikan dalam menggaet konsumen-konsumen yang potensial.…”

“…Pada akhirnya, para siswa siswa SMA ini dapat menetapkan perguruan tinggi manakah yang akan dipilih untuk melanjutkan pendidikan ke jenjang yang lebih tinggi. Hal ini sejalan dengan pemikiran Brown (2008) yang sudah dibahas sebelumnya, bahwa dengan memperkuat intensitas komunikasi interaktif dengan para calon mahasiswa bahkan juga kedua orang tuanya seperti yang biasa dilakukan oleh perusahaan yang bergerak di bidang jasa. Dengan konsep "moment of truth" yang dicetuskannya, serangkaian proses komunikasi dari staf marketing menjadi bagian yang paling signifikan dalam menceritakan semua keunggulan yang dimiliki perguruan tinggi X kepada anak-anak Sekolah Menengah Atas kelas XII yang merupakan konsumen yang potensial .…”

Do higher education institutes communicate trust well?

“…Broekemier, 2002;Wilkins and Huisman, 2011;Obermeit, 2012). For instance, preference studies by Soutar and Turner (2002), and Brown Varley and Pal (2009) do not find a construct of students' trusting university communications, and while Maringe (2006) and Ivy (20100 speculate that trust might play a role in student decision making they do not follow this up. In the higher education literature there is seemingly no mention of trust in HEI's marketing strategies (Naudé and Ivy, 1999;Frølich and Stensaker, 2010).…”

“…Previous studies in this field were also consulted (see Moogan et al, 1999Moogan et al, , 2001 Soutar and Turner, 2002;Veloutsou et al, 2004;Maringe, 2006;Whitehead, Raffan, & Deaney, 2006;Brown et al, 2009). After several drafts the questionnaire was pilot tested at two…”

Getting into a Russell Group university: high scores and private schooling

“…The background and context for previous research on student choice of higher education institution covers a range of social (Davies & Guppy, ; Zimbroff, ; Whitehead et al ., ; e.g. Baker & Brown, ), cultural (Maringe & Carter, ; Chung et al ., ; Ivy, ), political (Bratti, ; Dawes & Brown, ; Pasternak, ; Maringe, ), financial (Harker et al ., ; Briggs & Wilson, ; Callender & Jackson, ; Brown et al ., ) and globalisation issues (Kemp & Madden, ; Pasternak, ; Briggs & Wilson, ; Chen, ; Chung et al ., ; Park, ). Much research in the field, however, has been based on studies using secondary data from high school students (often dating back 5–10 years), regional (including some single institution) studies, studies with relatively small and often convenience samples (for example an insightful qualitative study by Baker and Brown () relies on interviews with 14 students), and studies conducted in countries outside Europe with somewhat unique education systems (e.g.…”