Determinants of Student’s University Choice for International Programmes in Vietnam National University: Case Study from VNU-International School

The booming age of education has removed borders for studying intention and student nowadays possess wider range of selection for university level. Therefore, shaping student’s university choice would become an essential step in recruitment process from the perspective of educational facilities. Generally, universities officials and administrators would be alike might benefit from a deeper understanding of how undergraduate students conduct their university search and selection procedures. VNU – International School (VNU-IS) is regarded as one of the fastest-growing educational facilities within Vietnam National University and the requirements for better student’s choice towards VNU-IS are higher. Therefore, administrators must enhance large effort for gaining students number by impacting their intention to study. With the research sample collected from 147 students from VNU-IS, the author provided an empirical study in order to gain insights about determinants of student’s university choice for international programme including two categories: intrinsic factors and extrinsic factors. The findings give that 03 variables, namely: (1) Job prospects; (2) Family and peers; (3) Social platform influence provide significant impact on student’s university choice. From the information, implications are presented for better recruitment results in the future. Research purpose: Identifying important determinants of student’s university choice in Vietnam National University and discussing the level of significance among different factors. Research motivation: There are enormous changes in modern business world which stipulates universities must strive to provide strong marketing campaign in order to attract more students. This would solve the problem of financial independence from Ministry of Education and Training. Therefore, student’s university choice become more essential in recruitment process for universities administrators. This study is designed with the view to investigating the important determinants and supporting VNU-IS specifically and Vietnam National University generally in the process of attracting higher number of students. Research design, approach and method: Quantitative analysis should be used in this study since it is the most efficient method for collecting data from a large sample of respondents utilizing surveys and questionnaires prepared for this purpose. In terms of sample size, the questionnaire has 18 questions; thus the sample size of 147 is acceptable. Regarding statistical and analytical procedures, all of the study materials will be analyzed and assessed using computer programs (SPSS 26). This will be done in order to determine the correlations between the dependent variable and the independent variables and to make any required framework modifications. To get a greater degree of precision, fundamental approaches such as descriptive analysis, exploratory factor analysis, reliability analysis, and regression analysis are employed. Main findings: The findings give that 03 variables, namely: (1) Job prospects; (2) Family and peers; (3) Social platform. influence provide significant impact on student’s university choice. Practical/ managerial implications: - With the development of Industrial 4.0, social media must be the center for research direction. - University should follow “students as customer’ policy. - The university should widen the opportunities of getting a trained job or good career for students in recruitment programme - Students should have the capacity to reflect on their experiences and the ability to appropriately describe their skills and talents that they have gained through their education. - The strategy for recruitment or shaping student’s university choice must be from finding the education-based family whose viewpoint for university is highly emphasized. - With the gaining importance of social media, it would be urgent for universities to provide online support or programme for handling crisis.