1. www.abdn.ac.uk/sras Prospective Student Decision Making Rachel Sandison Head of SRAS

2. www.abdn.ac.uk/sras Prospective Student Decision Making Market research conducted with both undergraduate and postgraduate students on an annual basis Entrants’ and Decliners Surveys; Focus Groups; External Research commissioned Develop greater market intelligence and a gauge of motivating factors for student choice as well as to allow for competitor benchmarking Influences are many and varied; however, research highlights general trends and provides useful indicators Research Methods

3. www.abdn.ac.uk/sras Prospective Student Decision Making For all entry levels, the University prospectus and website play a crucial role in decision making at the application stage Prospective Ug students are also greatly influenced by visits to the University, future job prospects and the reputation of the city Parents, teachers and peers play a part in shaping opinion at this stage, which is why it is important to engage with these influencers Influences on Decision to Apply

4. www.abdn.ac.uk/sras Prospective Student Decision Making For prospective pg students, overall the web is utilised to a greater extent, as well as their alma mater Lecturers from their own institution will be approached for guidance on where best to pursue further study Prospective international students rely heavily on online resources for information gathering, and place large emphasis on the credibility of University sites International students are the group most profoundly influenced by family and alumni Influences on Decision to Apply

5. www.abdn.ac.uk/sras Prospective Student Decision Making Undergraduate Availability and content of the degree is the most influential factor in the decision to accept an offer Followed by the reputation of the University, job prospects, flexibility of the degree, location of Aberdeen, impressions following a visit, and facilities The overall student experience is important to ug students, so decisions are made based on the course, university and study environment as a whole Factors Governing Decision to Choose Aberdeen

6. www.abdn.ac.uk/sras Prospective Student Decision Making Postgraduate Again the programme/research area is the most influential factor in the decision to accept an offer The reputation of the University, and of the individual department, are also extremely important, as is staff expertise Funding is a further consideration for this group, particularly for UK applicants Factors Governing Decision to Choose Aberdeen

7. www.abdn.ac.uk/sras Prospective Student Decision Making International Decision to study in the UK/Scotland For international students, teaching quality is cited as being the most important factor in choosing Aberdeen Reputational factors overall are significant Cost of study and IT provision are also highlighted as significant influences Employment is also a major consideration for international students - the Fresh Talent Initiative has had an impact on applications to Scotland as a whole Factors Governing Decision to Choose Aberdeen

8. www.abdn.ac.uk/sras Prospective Student Decision Making Findings suggest that word of mouth is important for all groups in terms of decision making However, in the main, University materials influence the decision to apply in the first instance A huge emphasis is placed on the quality and reputation of both the University and the product Course is king! Prospective students make decisions based primarily on availability and desirability of the programme Attractiveness of location, as well as the quality of facilities and resources cannot be undervalued Conclusions

9. www.abdn.ac.uk/sras Prospective Student Decision Making Reputation management is crucial, with the University owning a brand proposition that is based on quality – the implementation of changes must be conceived in terms of the potential effect on reputation Portfolio analysis is key to ensure that the product continues to meet the needs and demands of the marketplace Continuous market research is imperative to track market trends and allow for competitor benchmarking Recommendations