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Direct linkJeckells, Harriet – Journal of Marketing for Higher Education, 2022
This research investigates the influential factors impacting CDM among prospective online MBA students, using qualitative interviews. This research focus is contextualised with analysis on the CDM process and the disparity between UK and international students, to gain a deeper understanding of the dynamics of the influential factors. The findings…
Descriptors: Decision Making, Masters Programs, Business Administration Education, Telecommunications
Royo-Vela, Marcelo; Hünermund, Ute – Journal of Marketing for Higher Education, 2016
A context of increased competition between higher education institutions (HEIs) for attracting potential national and international students has led universities to implement marketing communication strategies. Those strategies which are used to some extent include, among others, interactive inbound marketing. The purpose of the present…
Descriptors: Marketing, Semi Structured Interviews, Graduate Students, Decision Making
