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2020 | OriginalPaper | Buchkapitel

8. Factors Influencing Postgraduate Students’ University Choice in Nigeria

verfasst von : Adesoga Adefulu, Temitope Farinloye, Emmanuel Mogaji

Erschienen in: Higher Education Marketing in Africa

Verlag: Springer International Publishing

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Abstract

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. Semi-structured interview was conducted with first-year postgraduate students at a private university in South–West, Nigeria. Findings 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.

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Vorheriges Kapitel Evaluative Criteria for Selection of Higher Education Institutions in Nigeria

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

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Titel: Factors Influencing Postgraduate Students’ University Choice in Nigeria
verfasst von: Adesoga Adefulu
Temitope Farinloye
Emmanuel Mogaji
Verlag: Springer International Publishing
Buch: Higher Education Marketing in Africa
Print ISBN: 978-3-030-39378-6

Electronic ISBN: 978-3-030-39379-3

Copyright-Jahr: 2020
DOI: https://doi.org/10.1007/978-3-030-39379-3_8