PRIVATE UNIVERSITIES, A PARTICULAR SUBSYSTEM?: HOW STUDENTS DEVELOP THEIR PREFERENCES FOR UNIVERSITY

There is growing interest in how students develop their preferences for university and in those factors which influence their perception of particular institutions.

The focus of the research was on determining how applicants select the course ranked first in this set of attractive courses. The study also examined the ways in which institutional factors figure in applicant thinking, particularly characteristics not specifically to do with the chosen course at the institution concerned.

In this context a survey of a representative sample of students was undertaken in the first year . The sample addressed attitudes of the students towards the private universities in Barcelona as well as institutional preference. Given the particular characteristics of private universities from the other Spain Universities, the study provides useful information about the
formation of preferences for university study and perceptions of individual universities within a sub-system.

The information gathered by this study would be to be used by policy-makers, universities and schools to assist intending university students to make more informed and appropriate choices.

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.