and registration number Programme title and mode of attendance Title of the research project “How South Korean students make decision for choosing master course abroad” Abstract The unsteady and tumultuous environment in which higher education institutions globally operate poses numerous management and marketing difficulties to the institutions…
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The primary objective of this research was to examine the choice factors that prospective South Korean students considered in choosing their master courses abroad, as well as the source of information employed in the decision making process. A non-probability convenience sample of 150 international students from 10 higher institutions abroad took part in the study. Data was obtained through questionnaires, which were distributed to the participants through their email addresses. The data obtained was analyzed through percentages and put in tables. The observations of the research suggest that job outcomes and prospects, parental influence and academic reputation ranked the highest significant choice factors. Beauty of the campus, co-curricular activities and the institution’s website rankings were the least significant choice factors. The internet was ranked the most useful source of information for potential students. Friends and institutional publications ranked the least used sources of information. 1.0 Introduction Internationally, higher education is experiencing significant changes, including the generation of partnerships (Newby, 2003), increased concentration on the universal market (Kwong 2000), and increased competition (Ehrenberg et al, 2006). Additionally, Baird (2006) denotes that higher education institutions also face financial pressures. These institutions are faced with increased prominence on technology, globalization, and transformation policies. Globalization has boosted competition through opening national and international boundaries. This makes it essential for such institutions to market themselves effectively. It is imperative for institutions to assess and re-assess their marketing strategies aimed at attracting potential master’s students. Over the past few years, there have been increased promotions, advertisements and other marketing stratagems evident in the higher education sector globally (Etzel et al, 2007). Moreover, it is necessary for the higher education institutions to understand how to reach potential students and what to say in order to effectively communicate with them. Putting into account all the difficulties that these institutions go through, it is apparent that they will have to turn out to be more market focused (Lamb et al, 2005). An appropriate evaluation of the choice elements that South Korean students consider in choosing their master courses abroad, on top of the sources of information conferred with, will assist institutions understand how to target the prospect students. Numerous researches have been carried out in the field of marketing for non-profit making organizations including universities. Numerous scholars have examined the significance of institutional image in attracting students to choose the institution (Palacio et al 2002; Pabich 2003), on top of the choice aspects that students consider when registering with a university (Punnarach 2004, Gray & Daugherty 2004). Marketing has been the only medium employed by higher education institutions to communicate with the prospective students. In reference to Abaya (2004), marketing a higher education institution is simple and multifaceted at the same time. Higher education institutions subsist primarily to offer a unique educational and campus experience to students. For this reason, higher
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However, using computers by any means may not successfully achieve persuasion. It requires certain methods involving instructions and information intending to persuade human behaviors and attitudes. With the increasing use of the internet technology in the present day world, the use of computers as a means for persuasion has also increased (Posteguillo, 2003).
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