Dublin Core
Title
Factors Influencing Postgraduate Students' University Choice in Nigeria.
Creator
Robert Ebo Hinson
Description
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 firstyear 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.
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 firstyear 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.
Source
https://gala.gre.ac.uk/id/eprint/26162/7/26162%20MOGAJI_Factors_Influencing_Postgraduate_Students_University_Choice_In_Nigeria_%28AAM%29_2019.pdf
Language
English