Students’ choice of universities in Germany: Structure, factors and information sources used

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  • Katrin Obermeit
Student recruitment is an increasingly important topic for universities worldwide. But in order to develop sophisticated recruitment strategies, recruitment officers need to have a clear understanding of how and why students choose colleges. This review compares the German and US research concerning university choice models, choice criteria and information sources prospective students use when exploring their options after school. The paper emphasizes the complexity of the decision-making processes of freshmen and reveals three gaps in the German student recruitment research literature. The development of a German university choice model, an increased application of explorative research methodologies, and the consideration of additional aspects possibly impacting the college choice could help to refine German research approaches.
Original languageEnglish
JournalJournal of Marketing for Higher Education
Issue number2
Pages (from-to)206-230
Number of pages25
Publication statusPublished - 12.2012