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Factors influencing postgraduate students' university choice in Nigeria.

Factors influencing postgraduate students' university choice in Nigeria.

Adefulu, Adesoga, Farinloye, Temitope and Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2019) Factors influencing postgraduate students' university choice in Nigeria. In: Mogaji, Emmanuel ORCID: 0000-0003-0544-4842, Maringe, Felix and Hinson, Robert Ebo, (eds.) Higher Education Marketing in Africa - Explorations on Student Choice. Springer, Cham, Switzerland. (In Press)

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An understanding of postgraduate students’ choice criteria for universities selection is essential for marketing higher education, securing the long-term success of the universities, as well as its marketing strategy. While previous studies have focused on developed countries and undergraduate students, this chapter explores factors influencing postgraduate students’ decision making. The study recognises that the rapid expansion of the enrolment of undergraduates has also stimulated students’ enthusiasm for postgraduate studies and importantly, postgraduate students have prior experience in a university service environment (compared to undergraduate students). The semi-structured interview was conducted with first-year postgraduate students at a private university in South-West, Nigeria. Some of the participants were new to the university while some did their undergraduate studies there. Findings from the study revealed four key factors which are the desire to study for a postgraduate degree, the facilities of the University, including its geographical location, the courses on offer and influence of other stakeholders like parents, siblings and friends. This influence of stakeholders aligns with the fundamental values in a collectivist culture like Nigeria. This study contributes to literature on higher education marketing, especially in Africa and for postgraduate students. The chapter presents an integral insight into marketing higher education in Nigeria and Africa, as this is an under-researched area.

Item Type: Book Section
Uncontrolled Keywords: student choice, higher education marketing, postgraduate, Nigeria, Africa, university, location, stakeholders
Subjects: H Social Sciences > HB Economic Theory
L Education > LB Theory and practice of education
Faculty / School / Research Centre / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 03 Feb 2022 09:47

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