| dc.description.abstract | With the impact of globalization and education modification, higher education is changing
which leads to the influence on student’s choice of university in Vietnam. The purpose of
this paper is to focus on the factors that effects on the decision-making process of two
different group of students including final-year students in high school and current students
when they choose to chase higher education. A qualitative research was conducted by 20
prospective and current students in Vietnam. The factor evaluated data illustrated the ten
major dimensions, namely reputation, career prospect, quality of teaching, entry
qualification, geographical, price sensitivity, academic competence, marketing-controlled,
student life, and WOM. This paper makes a contribution to gaining deeper understanding
the information regarding the factors students seek when selecting higher education. In a
country dealing with rivalry in higher education as Vietnam, findings from studies play a
pivotal role to ensure higher education institutions (HEIs) utilizing accurate marketing
strategies to approach their targets. | en_US |
