Determinants of Undergraduate Level Business School Choice in the UK: The Role of Research Reputation
European Business School London, Regent's College; Migration Letters
European Business School (UK)
July 9, 2008
Academy of Marketing Conference, 2008
This study investigates the role of research reputation in student choice of business school in the UK. Within the growing student demand globally along with increasing competition it is important to understand the value the service receivers (i.e. students) attach to the research reputation which often is a key determinant in university rankings. A review of the literature in this area revealed that little had been done on defining what was meant by research reputation and the specific role that this had on student choices in business schools. This gap in the literature formed the rationale for this study. We adopt a mixed method approach involving semi-structured depth interviews, focus groups and a questionnaire survey. A variety of stakeholders will be questioned including research active academics and students from a number of business schools in the UK. The key benefits stakeholders perceived that students gained from their research reputation and output and the extent to which this determines choice pre-entry and satisfaction post-entry. This paper should be of value to educators and marketers wishing to have a better insight into the role of research reputation in determining student choice and satisfaction. The study also furthers the knowledge in this field, providing fresh empirical evidence.
Number of Pages in PDF File: 14
Keywords: role of research, marketing of education, business schools, UK, research reputation
JEL Classification: M31
Date posted: February 25, 2009
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