| dc.description.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 | en_US |
