The student decision making process

• Author: Enache, I.-C.
• Position: PhD Student, Dept. of Economic Sciences and Business Administration, Transilvania University of Brasov
• Pages: 49-52

Bulletin of the Transilvania University of Braşov • Vol. 5 (54) •No. 1 - 2012

Series V: Economic Sciences

THE STUDENT

DECISION MAKING PROCESS

Ioan-Constantin ENACHE1

Abstract: This paper aims to improve the understanding of the process used

by students when they are faced with a decision regarding their academic

future. In order to achieve this objective a survey was conducted and the

student goals and expectations were analysed. The conclusions show that an

important number of students are interested in a master programme and their

decision to choose a specific program is based on several important factors.

Key words: educational marketing, student behaviour, student decision

making process.

1 PhD Student, Dept. of Economic Sciences and Business Administration, Transilvania University of Braşov.

1. Introduction

In Romania, as worldwide, the

educational market is facing more and

more challenges. The stakeholders

involved in this sector are increasingly

severe when it comes to their interests and

resources.

A recent study points out that there are

important gaps in stakeholders’

perceptions in relation to the scope and the

role of higher education. In Romania, the

students’, academics’ and employees’

perceptions are different and the trend is

worsening. [12]

Worldwide the disruptions regarding

higher education cover a huge amount of

subjects. From the education bubble [11]

and its impact on different industries [8], to

education as competitive advantage [2] or

a place where price discrimination is

starting to emerge [10], the topics describe

a complex and dynamic set of perceptions.

Due to a fall in higher education demand,

the recent years have proven to be even

more challenging for the educational

sector. After a 56% increase from 2001 to

2008, the higher education sector has faced

a 14% decrease in only two years. Other

levels of education have also experienced

mixed trends. Only the pre-primary

education has had positive indicators for

the last nine years. On the other hand,

primary education has decreased nine yeas

in a row. Regardless of the strong loss in

the last two years’ enrolments, the higher

education sector still has the strongest

growth with more than 35%. Figure 1

shows the evolution of the most important

institutions: preschool, primary, lower-

secondary, upper-secondary, university.

Regarding the situation in Europe,

according to Eurostat data, the enrolments

in higher education had an increase of 22%

from 2000 to 2009. Also the pre-primary

education sector and the post-secondary

non-tertiary education sector had an

increasing number of enrolments during

the same period. All the other sectors

decreased, the biggest loss being reported

by the upper secondary education (-11%).