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The aim of this study was to ascertain the university brand model that characterizes postgraduate student choice of ZCAS University. The brand model comprises brand attributes that attract postgraduate students to the university, the information sources they consult, who influences their decisions and what makes the university unique. The study was qualitative in design, while sampling of research participants was done purposively. Three focus group discussions involving seventeen first years part time and open distance e-learning postgraduate students, and five semi-structured interviews with marketing and recruitment staff at ZCAS University were used to collect data on the brand model. Thematic analysis and content analysis were then used as the primary data analysis techniques. Results of the study revealed that reputation, teaching quality, student support, fees and facilities were the top five ZCAS University brand traits that underpin postgraduate students’ choice of the university. With respect to competitive advantage, facilities, teaching quality reputation and accreditations are perceived to be the university’s primary unique characteristics. The study further identified friends, self, workmate and family as the greatest influencers of postgraduate student choice of the university; while websites, social media, print media and television are believed to be the most consulted information sources by prospective postgraduate students.

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This study was the second phase of a larger research project that was designed to identify and measure a higher education institution's brand in Zambia in order to ascertain areas for strengthening the brand's competitive position. The objectives of this conjoint study were twofold: firstly, to identify the current position of the ZCAS brand as a case study and secondly, to establish the current position of the ZCAS brand relative to its higher education (HE) competitors in Zambia. This quantitative study involved administering a conjoint questionnaire to 110 first year students in ZCAS and 280 first year students in seven universities in the country. The 19 branding elements identified in the initial qualitative stage of the project were aggregated into five principal branding factors using Atlas.ti's co-occurrence tools to facilitate this conjoint study. These five principal branding attributes are teaching quality, fees, course availability, learning environment and employability. The study revealed that ZCAS has a fairly strong brand position in the Zambian HE sector because the most important elements in its brand model, i.e. course availability, teaching quality and facilities are also the premier brand dimensions in the market. The study also revealed that ZCAS needs to reposition itself away from the competition in order to occupy a more favorable position in the minds of its prospective and existing customers. Accordingly, the study recommends that ZCAS increases its course offerings and collaborates with universities in the region. ZCAS should also consider setting up a quality assurance unit to foster quality in the institution. This study adds to the increasing body of knowledge on HE branding, particularly in developing countries, by developing and then testing a brand orientation model for the Zambian HE market.

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