A causal model predicting student intention to enrol moderated by university image: using strategic management to create competitive advantage in higher education. (2nd December 2011)

• Record Type: Journal Article
• Authors: Matherly, Laura L.
• Is Part Of: International journal of management in education. Volume 6:Number 1/2(2012)
• Page Start: 38
• Page End: 55
• Publication Date: 2011-12-02
• Subjects: university image -- college choice -- enrolment management -- strategy map -- strategic management in higher education -- intention to enrol -- student recruitment; School management and organization -- Periodicals; Education -- Administration -- Periodicals; 371.2
• Languages: English
• ISSNs: 1750-385X

Abstract

The purpose of this paper is to model the decision criteria used by students in selecting a university, determine the factors that influence the image of a university, and ultimately, predict intention to enroll. When strategic decisions are based on data from target groups, programs and services can be tailored to result in a competitive advantage. Drawing from the performance excellence paradigm and strategic management, a conceptual model is proposed. A positive image is predicted to result from information awareness, favourable experiences and characteristics such as academic quality and program availability. The results indicate mixed support for the model.