Factors influencing student choice to study at private higher education institutions

Abstract

Purpose – This paper aims to make a contribution to the current lack of literature in the Australian context by reviewing qualitative feedback collected from students in five private higher education institutions. In particular, the paper seeks to examine factors influencing student choice to study at private higher education institutions and student perceptions of such institutions. Previous studies on this topic are mostly focussed on universities with lack of research with the booming private higher education sector. Design/methodology/approach – This study draws data from five different private for-profit higher education institutions in Australia. It involved feedback from 120 students undertaking higher education courses in different discipline areas at different stages of study. The study involved 15 focus group interviews with eight students in a group. The selection of students was based on the representation of different characteristics of student such as: male/female, domestic/international, and discipline areas. Findings – An analysis of the data collected from the students across these five institutions indicated that the main factors influencing student choice can be grouped in six domains. These are: student perception; access and opportunity; learning environments; quality of teachers; course design; and graduate success. This study reinforces that student perception of the private for-profit higher education institutions is an important factor in influencing student choice to study at the institution. Research limitations/implications – The limitation of the study was the ability to interview more students from larger colleges, across all discipline areas. However, the time and length of the focus group interviews was largely managed by the five institutions. Originality/value – The private higher education sector has experienced consistent growth in the last few years in Australia. Currently, there is no qualitative research done in Australian private higher education on factors influencing student choice to study with private institutions. The rise of such providers require research on insights about student choice, student expectation and their experience.

Using a gamified mobile app to increase student engagement, retention and academic achievement

“…Considering student demand for personalised learning options is growing (Shah, Sid Nair, & Bennett, 2013;Wanner & Palmer, 2015) while personal mobile devices become ubiquitous (Mackay, 2014), it is timely to take advantage of mobile app technologies to create new ways for students to personalise their educational experiences. These considerations are particularly salient where the experiences of first-year HE students are concerned as these students are at higher risk of dropping-out compared to their senior peers (O'Keeffe, 2013;Ryan, 2004).…”

Lecture-recording technology in higher education: Exploring lecturer and student views across the disciplines

“…In response to the growing demand from students for personalised learning (Shah, Sid Nair, & Bennett, 2013;Wanner & Palmer, 2015), lecture-recording technology has been adopted by universities to enable a shift from a one-size-fits-all education system towards one where students can personalise and customise their learning (Johnson, Adams Becker, Estrada, & Freeman, 2015).…”

Кључни Фактори Успешне Комуникације Високообразовне Институције Са Будућим Студентима

“…Shah, Nair, Bennett (2013) have conducted research at five private higher education institutions in Australia. According to the results obtained, the main factors affecting the students' choice are: the student's perception of the opportunities available at the university, such as learning environment, quality of teaching staff; quality of study programmes; number of graduates, etc.…”

“…The factor analysis in Vietnam indicated nine factors as the most relevant in the decision-making process: facilities and services, study program, price, offline information, opinions, online information, communication models, program additions, and advertising (Dao, Thorpe, 2014). In Australia, the quality of courses and teachers, as well as the reputation of the institution are seen as influencing and important factors for the choice of the university (Shah, Nair, Bennett, 2013) Also, the study in the new Bologna context affects the decision of prospective students when choosing a university. Operationalizations of the teaching process, quality realationship with teachers, open educational resources, collaborative virtual environment are mentioned in favor of the new system (Jarić, Vukasović, 2009; European Commission/EACEA/ Eurydice, 2015).…”

“…Besides their principal activities (teaching and research), universities need to continuously adapt to the emerging trends and challenges, and develop appropriate marketing strategies compliant with such changes, i.e. to utilize proper communication tools in order to successfully promote and defend their reputation (Popović, Stanković, Đukić, 2015;Shah, Nair, Bennett, 2013;Ivy, 2008;Ivy, 2011;Cubillo, Sanchez & Cervino, 2006;Kotler, Fox, 1995). That implies that branding of higher education institutions has become an increasingly important activity, and universities should pay more attention to this strategy in the future (Hanover Research, 2014).…”