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Marketing the University to Student-Athletes: Understanding University Selection Criteria

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  • Kimberly M. Judson
  • Jeffrey D. James
  • Timothy W. Aurand

Abstract

As competition for top athletes intensifies, and as challenges associated with recruitment increase, universities must develop and employ recruiting strategies based upon attributes that student-athletes identify as important to their decision-making process. The study investigates college choice decision attributes of student-athletes, identifies key choice criteria, and examines gender and ethnicity issues related to student-athlete college choice. Three of the four decision attributes identified as being most important focused on academic characteristics of the university. Male student-athletes placed a higher value on athletic characteristics of the university as compared to female student-athletes, and females placed a higher value on academic characteristics as compared to male student-athletes.

Suggested Citation

  • Kimberly M. Judson & Jeffrey D. James & Timothy W. Aurand, 2002. "Marketing the University to Student-Athletes: Understanding University Selection Criteria," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 14(1), pages 23-40, May.
    • Handle: RePEc:taf:jmkthe:v:14:y:2002:i:1:p:23-40
    DOI: 10.1300/J050v14n01_02
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