Analyzing Student Decision Making Processes

Impacts on Graduate Degree and Certificate Marketing Strategies

Topics: Graduate Education, Academic Affairs, Online Education

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As more institutions expand their graduate degree and certificate offerings, especially in the continuing and online space, marketing administrators seek to understand how students decide which program and institution to apply for or attend. This report profiles practices that institutions use to determine which factors are most important to students, as well as changes to marketing strategies as a result of this information. Additionally, the report profiles the return on investment for different types of social media and online marketing efforts.

Research Questions

  • How do administrators measure or determine factors that inform a student’s decision to apply to a professional program?
  • What changes have administrators made to marketing strategies that address the factors that impact students’ decision to apply?
  • For which types of social media marketing do administrators notice the greatest return on investment?