This paper examines why postgraduate students in the UK decide to take up a further degree, the factors influencing their choice of programme and institution and the sources of information consulted. The study is based on a literature review, other sources of information and primary research with students at one institution. Based on responses from 102 current students the analysis reveals that improvement of career prospects was the prime motivator for studying a postgraduate qualification, allied to a desire to gain or update skills to become more employable. Students also chose to study for their own personal satisfaction. For the university in question, accreditation of some programmes was a deciding factor influencing their choice of institution. The reputation of the university and its location were also important. Various sources of information were referred to but the use of faculty and tutors as ‘salespeople’ had significant impact. Managerial implications for universities and directions for further research complete the paper. Copyright © 2004 Henry Stewart Publications
International Journal of Nonprofit & Voluntary Sector Marketing – Wiley
Published: Nov 1, 2004
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