Factors Affecting Prospective Students’ Decision-Making Process Of Mba Program

Abstract

This study explores Factors affecting prospective students’ decision-making process of MBA program in the Vietnamese market. The objective of this study is to deeply understand the factors that influence, and the way they influence across five key stages: need of MBA program recognition, information search, evaluation of alternatives, enrolment, and post-enrolment reflection. Adopting an interpretivist paradigm, the qualitative approach employs convenience and snowball sampling techniques to access a diverse pool of 20 MBA student participants. The findings reveal that the decision-making is a complex and multifaceted endeavor, influenced by student characteristics, institutional characteristics, and various information sources. The insights generated by this study contribute to the theoretical understanding of postgraduate educational choice. Meanwhile they also provide practical implications for prospective MBA students in making decision, as well as institutions in Vietnam to develop effective recruitment and marketing strategies to attract high-quality MBA candidates