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Students' choice of universities in Germany: structure, factors and information sources used

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  • Katrin Obermeit

Abstract

Student recruitment is an increasingly important topic for universities worldwide. But in order to develop sophisticated recruitment strategies, recruitment officers need to have a clear understanding of how and why students choose colleges. This review compares the German and US research concerning university choice models, choice criteria and information sources prospective students use when exploring their options after school. The paper emphasizes the complexity of the decision-making processes of freshmen and reveals three gaps in the German student recruitment research literature. The development of a German university choice model, an increased application of explorative research methodologies, and the consideration of additional aspects possibly impacting the college choice could help to refine German research approaches.

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  • Katrin Obermeit, 2012. "Students' choice of universities in Germany: structure, factors and information sources used," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(2), pages 206-230, December.
    • Handle: RePEc:taf:jmkthe:v:22:y:2012:i:2:p:206-230
    DOI: 10.1080/08841241.2012.737870
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    1. Dohmen, Dieter, 2010. "FiBS-Studienanfängerprognose 2010 bis 2020: Bundesländer und Hochschulpakt im Fokus," FiBS-Forum 48, Forschungsinstitut für Bildungs- und Sozialökonomie (FiBS).
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    Cited by:

    1. Mira Fischer & Patrick Kampkötter, 2017. "Effects of German Universities' Excellence Initiative on Ability Sorting of Students and Perceptions of Educational Quality," Journal of Institutional and Theoretical Economics (JITE), Mohr Siebeck, Tübingen, vol. 173(4), pages 662-687, December.
    2. El Nemar, Sam & Vrontis, Demetris & Thrassou, Alkis, 2020. "An innovative stakeholder framework for the Student-Choice Decision making process," Journal of Business Research, Elsevier, vol. 119(C), pages 339-353.
    3. Solvoll, Gisle & Hanssen, Thor-Erik Sandberg, 2018. "Importance of aviation in higher education," Journal of Air Transport Management, Elsevier, vol. 72(C), pages 47-55.
    4. Mona Fairuz Ramli & Salniza Md. Salleh, 2015. "Factors Contributing to Brand Loyalty towards Malaysia Higher Educational Institutions," Journal of Education and Vocational Research, AMH International, vol. 6(3), pages 22-29.
    5. Kati Suomi & Päivikki Kuoppakangas & Jari Stenvall & Elias Pekkola & Jussi Kivistö, 2019. "Revisiting “the shotgun wedding of industry and academia”—empirical evidence from Finland," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(1), pages 81-102, March.
    6. Kristiina Herold & Anssi Tarkiainen & Sanna Sundqvist, 2016. "How the source of word-of-mouth influences information processing in the formation of brand attitudes," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(1), pages 64-85, January.
    7. Cantner, Uwe & Grashof, Nils & Grebel, Thomas & Zhang, Xijie, 2023. "When Excellence is not Excellent: The Impact of the Excellence Initiative on the Relative Productivity of German Universities," MPRA Paper 118139, University Library of Munich, Germany.
    8. Daniel Weimar & Markus Schauberger, 2018. "The impact of sporting success on student enrollment," Journal of Business Economics, Springer, vol. 88(6), pages 731-764, August.

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