Re-evaluating the postgraduate students’ course selection decision making process in the digital era

Towers, Angela and Towers, Neil (2020) Re-evaluating the postgraduate students’ course selection decision making process in the digital era. Studies in Higher Education, 45 (6). pp. 1133-1148. ISSN 0307-5079

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Abstract

The paper explores how postgraduate students make course selection decisions in the digital era. An exploratory study with seven postgraduate student focus groups (UK, EU and International) gained a detailed insight into this important change. The availability of information, from an increased use of digital media had a significant impact on Higher Education postgraduate decision-making. The results found a circular decision-making approach with evidence of rational and emotional decisions where students do not always commence with a wide choice set. Online forums, Word-of-Mouth/electronic Word-ofMouth from past/existing students, family and friends are important influencers, as students considered postgraduate study from one month to four years prior to starting a course. We identified 5 different application pattern categories, together with highlighting the importance of evaluating the students’ pre-purchase experience during the application process. The research highlights the need for universities to continually engage during the decision-making process and to evaluate pre-purchase experiences.