Prospective Student Decision Making

1. Prospective Student Decision Making Rachel Sandison Head of SRAS

2. Prospective Student Decision Making Research Methods • Market research conducted with both undergraduate and postgraduate students on an annual basis • Entrants’ and Decliners Surveys; Focus Groups; External Research commissioned • Develop greater market intelligence and a gauge of motivating factors for student choice as well as to allow for competitor benchmarking • Influences are many and varied; however, research highlights general trends and provides useful indicators

3. Prospective Student Decision Making Influences on Decision to Apply • For all entry levels, the University prospectus and website play a crucial role in decision making at the application stage • Prospective Ug students are also greatly influenced by visits to the University, future job prospects and the reputation of the city • Parents, teachers and peers play a part in shaping opinion at this stage, which is why it is important to engage with these influencers

4. Prospective Student Decision Making Influences on Decision to Apply • For prospective pg students, overall the web is utilised to a greater extent, as well as their alma mater • Lecturers from their own institution will be approached for guidance on where best to pursue further study • Prospective international students rely heavily on online resources for information gathering, and place large emphasis on the credibility of University sites • International students are the group most profoundly influenced by family and alumni

5. Prospective Student Decision Making Factors Governing Decision to Choose Aberdeen Undergraduate • Availability and content of the degree is the most influential factor in the decision to accept an offer • Followed by the reputation of the University, job prospects, flexibility of the degree, location of Aberdeen, impressions following a visit, and facilities • The overall student experience is important to ug students, so decisions are made based on the course, university and study environment as a whole

6. Prospective Student Decision Making Factors Governing Decision to Choose Aberdeen Postgraduate • Again the programme/research area is the most influential factor in the decision to accept an offer • The reputation of the University, and of the individual department, are also extremely important, as is staff expertise • Funding is a further consideration for this group, particularly for UK applicants

7. Prospective Student Decision Making Factors Governing Decision to Choose Aberdeen International • Decision to study in the UK/Scotland • For international students, teaching quality is cited as being the most important factor in choosing Aberdeen • Reputational factors overall are significant • Cost of study and IT provision are also highlighted as significant influences • Employment is also a major consideration for international students - the Fresh Talent Initiative has had an impact on applications to Scotland as a whole

8. Prospective Student Decision Making Conclusions • Findings suggest that word of mouth is important for all groups in terms of decision making • However, in the main, University materials influence the decision to apply in the first instance • A huge emphasis is placed on the quality and reputation of both the University and the product • Course is king! Prospective students make decisions based primarily on availability and desirability of the programme • Attractiveness of location, as well as the quality of facilities and resources cannot be undervalued

9. Prospective Student Decision Making Recommendations • Reputation management is crucial, with the University owning a brand proposition that is based on quality – the implementation of changes must be conceived in terms of the potential effect on reputation • Portfolio analysis is key to ensure that the product continues to meet the needs and demands of the marketplace • Continuous market research is imperative to track market trends and allow for competitor benchmarking