Re-evaluating the postgraduate students' course selection decision making process in the digital era
Bibliographic Data
| ID | 4098047 |
|---|---|
| Authors | Andy Towers (0000-0002-5540-6986, Manchester Metropolitan University, corresponding author), Angela Towers (Business School, Manchester Metropolitan University, Manchester, UK), Neil Towers (0000-0002-2582-2241, The Business School, University of Gloucestershire, Cheltenham, UK) |
| Year | 2020 |
| Volume | 45 |
| Issue | 6 |
| Pages | 1133-1148 |
| Publication date | 2020-06-02 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Studies in Higher Education (JOURNAL) |
| Journal identifiers | ISSN: 0307-5079 • E-ISSN: 1470-174X |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/03075079.2018.1545757 |
| OpenAlex | W2900521632 |
| Language | EN |
| Citations received | 7 |
| References cited | 48 |
The paper explores how postgraduate students make course selection decisions in the digital era. An exploratory study with seven postgraduate student focus groups (UK, EU and International) gained a detailed insight into this important change. The availability of information, from an increased use of digital media had a significant impact on Higher Education postgraduate decision-making. 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 postgraduate study from one month to four years prior to starting a course. We identified 5 different application pattern categories, together with highlighting the importance of evaluating the students’ pre-purchase experience during the application process. The research highlights the need for universities to continually engage during the decision-making process and to evaluate pre-purchase experiences
Business · Exploratory research · Focus group · Higher education · Influencer marketing · Mathematics education · Medical education · Political science · Sociology · Computer Science · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology · Marketing
Digital Education and Artistic-Visual Learning in Flexible University Environments
The historic importance of degree structure
Understanding the journey to higher education
How student evaluations of teaching affect course enrollment
A holistic approach to student empowerment and assessment of its impact on educational outcomes through psychological ownership
The association between course selection and academic performance
Assessing Student Preferences for Quantitative Methods Courses Using Discrete Choice Experiments
The Phenomenological Movement
Business Research Methods
Understanding Generation Y and their use of social media
Understanding Customer Experience Throughout the Customer Journey
Personal Influence
It’s quite difficult letting them go, isn’t it?’ UK parents’ experiences of their child’s higher education choice process
Markets and vouchers
The Undergraduate Woman
Different Strokes in the Applicant Pool
Applying to higher education
Does the fear of debt constrain choice of university and subject of study
Postgraduates' choice of programme
Changes in Teaching and Learning in the Period to 2005
Higher Education as a Market
| Unique citing works | 7 |
|---|---|
| Citations per year | 1,17 |
| Citation span | 2020 - 2026 (7) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 7 |