A Framework for Profiling Prospective Students in Higher Education

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Author(s): Santhosh Kumar Lakkaraju (Dakota State University, USA), Deb Tech (Dakota State University, USA)and Shuyuan Deng (Dakota State University, USA)
Copyright: 2019
Pages: 10
Source title: Advanced Methodologies and Technologies in Modern Education Delivery
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-7365-4.ch046

Keywords: Curriculum Development and Instructional Design / Education / Educational Technologies / Information Science Reference

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Abstract

Before purchasing a higher education program, prospects invest a significant amount of time researching different programs. This chapter intends to provide a conceptual framework to profile prospective students by giving an overview of higher education marketing literature and extracting a theoretical model to analyze different prospect decision-making factors. These decision-making factors are further categorized into prospect profiles based on their contextual relevance.

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