A proposed conceptual model for investigating undergraduate student choice of programs and universities

Kopanidis, F, Mulye, R and Fry, T 2008, 'A proposed conceptual model for investigating undergraduate student choice of programs and universities', in Sara Denize, Daniela Spanjaard, Neeru Sharma (ed.) Marketing: Shifting the Focus from Mainstream to Offbeat, Sydney, Australia, 1-3 December, 2008.


Document type: Conference Paper
Collection: Conference Papers

Title A proposed conceptual model for investigating undergraduate student choice of programs and universities
Author(s) Kopanidis, F
Mulye, R
Fry, T
Year 2008
Conference name Austalian and New Zealand Marketing Academy Conference 2008
Conference location Sydney, Australia
Conference dates 1-3 December, 2008
Proceedings title Marketing: Shifting the Focus from Mainstream to Offbeat
Editor(s) Sara Denize, Daniela Spanjaard, Neeru Sharma
Publisher University of Western Sydney
Place of publication Australia
Abstract Understanding how undergraduate students choose a particular degree program and Unviersity has significant implications for attracting and retaining students. A review of marketing and education literature on the topic identified several constructs, such as personal values, motivation, selection criteria, demographic and socioeconomic variables that might be related to this choice process. The purpose of this paper is to put these constructs together in a coherent manner and propose a conceptual model that traces the pathways of influences amongst these constructs. A causal methodology based on structural equation modelling is proposed. In tradition with the marketing approach, the paper proposes a segmentation scheme based on developing profiles of 'student types' in terms of factors that drive or influence their choice behaviour. A proactive market targeting market approach is proposed to address issues with student satisfaction with their proposed program or University and retention rates.
Subjects Information Systems not elsewhere classified
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