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The relationship between students' levels of school achievement, their preferences for future enrolment and their images of universities

The relationship between students' levels of school achievement, their preferences for future... A survey of 2000 final year students in secondary schools in Western Australia indicates that, although moderately performing students are unlikely to gain entry to university, the majority have a strong preference to attend university rather than vocational training (TAFE). Their actual institutional preferences are highly correlated with their self-perceived, level of academic achievement and their decisions on institutional preferences strongly influence their overall image of individual universities, across a number of dimensions. The research suggests that university marketing might benefit from a more thorough consideration of aspects of the marketing exercise, particularly in relation to the effectiveness of printed promotional material and whether it might more usefully target parents of prospective students. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Higher Education Springer Journals

The relationship between students' levels of school achievement, their preferences for future enrolment and their images of universities

Stanley, Gordon; Reynolds, Pat
Higher Education , Volume 27 (1) – Mar 12, 2005
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References (7)

Publisher
Springer Journals
Copyright
Copyright
Subject
Education; Higher Education
ISSN
0018-1560
eISSN
1573-174X
DOI
10.1007/BF01383762
Publisher site
See Article on Publisher Site

Abstract

A survey of 2000 final year students in secondary schools in Western Australia indicates that, although moderately performing students are unlikely to gain entry to university, the majority have a strong preference to attend university rather than vocational training (TAFE). Their actual institutional preferences are highly correlated with their self-perceived, level of academic achievement and their decisions on institutional preferences strongly influence their overall image of individual universities, across a number of dimensions. The research suggests that university marketing might benefit from a more thorough consideration of aspects of the marketing exercise, particularly in relation to the effectiveness of printed promotional material and whether it might more usefully target parents of prospective students.

Journal

Higher Education – Springer Journals

Published: Mar 12, 2005

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