Title: My place or yours? Perceptions of, and selection choice criteria for, higher education institutions: the case of UK and Malaysian students

Authors: Steve Carter, Chu-May Amy Yeo

Addresses: Leeds Business School, Leighton Hall, Leeds Metropolitan University, Headingley Campus, Leeds, LS6 3QS, UK. ' Tunku Abdul Rahman College, Jalan Genting Kelang, Setapak, Kuala Lumpur 53300, Malaysia

Abstract: There have been a number of studies aimed at assessing student|s perceptions of higher education institutions (HEIs) from around the world and based on the results, informing university recruitment strategies and plans. However, no study has addressed a comparison of the UK and Malaysian student|s perceptions of the quality of HEIs around the world, or the reasons for, and influencers on, the choice of them. This undergraduate study, based on a large sample of students in one typical HEI in the UK and Malaysia, addresses these issues and shows surprising similarities between both sets of students in terms of perceptions of institutional quality, reputation, reasons for choice of HEI and influencers of choice. Based on the results, recommendations are made on relevant marketing strategies not only to attract international students, but also to address important factors, such as |location| (e.g. city or rural), |reputation| (e.g. reputation of university staff), |learning environment| (e.g. quality of course content, course information and learning materials) and |career prospects| (e.g. reputation of university for employability after study).

Keywords: cross cultural study; higher education; marketing strategies; student perceptions; choice criteria; recruitment and retention; UK; United Kingdom; Malaysia; undergraduate business students; career prospects; institutional quality; reputation; universities; learning environment.

DOI: 10.1504/IJEBR.2009.024017

International Journal of Economics and Business Research, 2009 Vol.1 No.2, pp.165 - 190

Published online: 23 Mar 2009 *

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