THE INFLUENCE OF MARKETING ON STUDENTS' CHOICE OF PRIVATE HIGHER EDUCATION INSTITUTES

Abstract

This thesis investigates the influence of marketing on students' choice of private higher education institutes (PHEIs). It critically examines the factors influencing students' decision to study at UK Higher Education Institutions (HEIs), which offer overseas tourism and hospitality (T&H) programmes and assesses the implications of these factors for the design of marketing strategies of UK HEIs. A survey strategy was selected to support this thesis. 401 valid questionnaires were collected and analysed using the Social Science Statistics Package (SPSS) from international students enrolled in transnational T&H undergraduate programmes at five PHEIs in Switzerland and Singapore. The study results reveal that the following factors: country of the HEI, destination image, personal reasons, institution positioning, a destination's quality of life, cleanliness, safety, and security played a significant role in influencing students' decisions. A number of study implications are highlighted for HEIs that provide international T&H programmes overseas. These include the importance of an institutional focus on creating an international atmosphere, enhancing their social standing to attract prospective students, and more broadly, use a holistic approach to education marketing. The findings of this thesis might be useful to both commercial and academic institutions looking for international growth.

Date of Award	2024
Original language	English
Awarding Institution	University of Plymouth
Supervisor	Sheela Agarwal (Other Supervisor)