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

The paper explores how postgraduate (PG) students make course selection decisions in the digital era. An increased use of digital media and availability of information, including recommendations impacts Higher Education (HE) PG decision-making. A detailed exploratory study with seven PG student focus groups (UK, EU and International) was undertaken. 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-of-Mouth from past/existing students, family and friends are important influencers, as students considered PG study from one month to four years prior to starting a course. Significant findings included examples of a wide variety of universities within their choice set, often across different countries and/or regions within a particular country. Implications for universities understanding the PG student decision-making process involve possible ramifications to existing PGHE models