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Factors and Sources of Information That Influence a Student’s University of Choice

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Higher Education Marketing in Africa

Abstract

An empirical study was conducted amongst national and international students at a South African university. International students indicated that university brochures and website, recommendations of former students and information from the International Office were considered important factors in their university of choice. National students indicated that the recommendation from a former student or friend, university website and visits by university representatives were the important factors they considered. The main factors in terms of marketing and recruitment tools students accessed were adverts in media, university websites, university fairs and word of mouth. The results of this chapter will assist the international offices and marketing departments to identify the important factors to consider and focus their attention on, when recruiting students, specifically from Africa.

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Authors and Affiliations

  1. Nelson Mandela University, Port Elizabeth, South Africa

    André P. Calitz, Margaret D. M. Cullen & Carlien Jooste

Authors
  1. André P. Calitz
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  2. Margaret D. M. Cullen
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  3. Carlien Jooste
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Correspondence to André P. Calitz .

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Editors and Affiliations

  1. Department of Marketing, Events and Tourism, University of Greenwich, London, UK

    Emmanuel Mogaji

  2. University of the Witwatersrand, Johannesburg, South Africa

    Felix Maringe

  3. Department of Marketing & Entrepreneurship, University of Ghana Business School, Legon, Accra, Ghana

    Robert Ebo Hinson

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Calitz, A.P., Cullen, M.D.M., Jooste, C. (2020). Factors and Sources of Information That Influence a Student’s University of Choice. In: Mogaji, E., Maringe, F., Ebo Hinson, R. (eds) Higher Education Marketing in Africa. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-39379-3_9

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