Who influences students' choice of university?

Understanding how and why students decide which university to study it can help institutions plan their undergraduate and postgraduate recruitment campaigns

Due to the increasingly competitive higher education market, students tend to have an abundance of universities to choose from. Although there are different parameters set by universities, and places are often conditional in nature, students still have a wide range of institutions from which to make their selection.

Choosing a degree is a huge decision for individuals, as they want to ensure they opt for the best course for them. Student fees and time commitments add even more pressure to this process. More often than not, students select a university based on both rational and emotional motivations.

Students pay a considerable amount to attend university and they need to know that such an investment achieves their desired outcomes. Therefore, some students may be predominantly motivated by 'cost of the course' and their perceptions of 'value for money'. On the other hand, they may also be motivated to attend university based on other emotional attachments: for example, is the institution close to home, and is there a support network?

Where students gather opinions

There are a number of stakeholders involved when students make their selection. These include, but are not limited to, the following:

• The university - generally, the university will offer students information about their courses through prospectuses, websites and admissions advisors. This provides students with first-hand information on the products and services the university can offer. This gives insight into the type of experience a student may encounter.
• Current students - student bodies are an important part of the potential applicant's decision-making process. In most universities there are a number of student ambassadors who speak to applicants and provide them with tours of campuses, signposting them to the facilities and attractions of student life. This particular group is in a similar situation as the applicants and generally the engagement between these parties is open, a two-way dialogue that can commence in the hope that the potential student will 'sign-up' to the university and join the existing community.
• Families - parents and relatives can also influence student choice in relation to past experiences and looking at the university from a number of different perspectives. For example, is the location safe, is there pastoral support in place and what is the overall credibility of the institution?
• Friends - peers do also influence students in making their selection. Recommendations from others are important for the potential students as well as the university. An endorsement from a friend promotes the institution in a positive light. Often institutions such as Arden University, run schemes based on recommendation by others, whereby students can actively engage and be involved in the student recruitment process.
• Leaver's support - most schools and colleges provide advice and support to students at the end of their learning experience. Generally, outreach officers will liaise with local universities and national events to understand the courses and options of study available for their students. This is then cascaded to the school/college leavers.
• Future employers - finally, employers can be interested in knowing where their future employee has studied. The employer may want students to obtain particular skills to help them in their role, or they may have a corporate relationship with a specific university.

Making the final call

Regardless of the influencers around them, ultimately students need to ensure they make the decision for themselves. Selecting a university that is not suited to them can lead to problems during the study period in relation to achievement and progression.

Some students want to study full time and some would prefer to study part time, or find flexible learning options more suited for them. Some students aim to complete full degrees with honours, while others prefer short bite-sized courses.

Of course, students will do their own research, using review sites and league tables. But, whatever the students are aiming for, they need to ensure they are informed of the facts and capitalise on the advice of others.

The views and opinions expressed in this article are those of the author(s) and do not necessarily reflect the position of HECSU/Prospects

Written by

Alison Watson

Undergraduate business programme team leader

Arden University