The paper explores how postgraduate students make course selection decisions in the digital era. An exploratory study with seven postgraduate student focus groups (UK, EU and International) gained a detailed insight into this important change. The availability of information, from an increased use of digital media had a significant impact on Higher Education postgraduate decision-making. The results found a circular decision-making approach with evidence of rational and emotional decisions where students do not always commence with a wide choice set. Online forums, Word-of-Mouth/electronic Word-of-Mouth from past/existing students, family and friends are important influencers, as students considered postgraduate study from one month to four years prior to starting a course. We identified 5 different application pattern categories, together with highlighting the importance of evaluating the students' pre-purchase experience during the application process. The research highlights the need for universities to continually engage during the decision-making process and to evaluate pre-purchase experiences.