Factors influencing a student's decision to pursue a communications degree in Spain

Purpose: This paper analyzes the factors that influence secondary school students’ choice of higher education options in Spain today and explores the implications and benefits of establishing provider-client relationships between universities and students. Design/methodology/approach: A quantitative approach using questionnaires to demonstrate the hypothesis and achieve the objectives. We have prepared a questionnaire via telematic LimeSurvey application consisting of twenty-four closed questions. Findings: Results depict that the leading criteria for Spanish students interested in pursuing studies in communication sciences were a university’s reputation and excellence and the quality of its educational programmes. In terms of sources of information related to universities and their degree programmes, Spanish communication sciences students placed the highest value on direct and experiential sources. Spanish students interested in pursuing degrees in communication sciences preferred public universities over private universities. Research limitations: It is a descriptive paper. The sample could have been larger and have covered the entire universe of communication schools in Spain. Practical implications: Gain in-depth insight into the academic, cultural, and sociodemographic characteristics of students who choose to pursue an undergraduate degree in communications sciences in Spain.Ascertain which sources of information proved to be the most valuable to prospective students in choosing a university and degree programme and the other factors that influenced their choices by means of a survey involving first-year undergraduate communication sciences students. Use the results of this survey to rank the criteria used by students when choosing a university and degree programme. Gain a clearer picture of how parents and friends influence a student’s choice of degree programmes and universities. Social implications: Knowing the factors of choice and sources of information that define his choice of the University and the Faculty of Communication Sciences and analyze if there is an adequate marketing specifically university. Originality/value: Today’s universities must operate in much the same manner as businesses and corporations in order to survive. This new scenario pits one university against another in a race to attract the highest number of incoming students.Knowing the preferences of college-age students and the factors that influence their choice of a university has become increasingly crucial for institutions of higher education. This study sets out to determine not only the overall factors that determine a student’s choice in Spain, but also specifically what students who have chosen to pursue a university career in communications science look for when deciding where they will earn a degree in that discipline.Peer Reviewe