Course and campus choice in a multi-campus setting: Factors influencing study choices of (bio)engineering technology students

As higher education institutions become more competitive in the recruitment of students, the need arises to gain insight into their study choice process. This is even more pivotal for multi-campus institutions, who are confronted with the added complexity of positioning campuses as well as courses. This study aimed to cast light on the factors influencing students’ choice of a course and campus. To this end, a survey was conducted in a (bio)engineering technology faculty offering courses at seven campuses, yielding 1.064 respondents and a 94% response rate. Course content, expected career prospects, expected job security, and correspondence to prior education were perceived as the most decisive factors for the choice of the course. Campus choice depended on the course offer and range, academic reputation and local scientific research, and geographical proximity. Students from all campuses valued similar course attributes, but different campuses did attract students for different reasons. The majority of students remained undecided until the last year of secondary education; many students even kept different options in mind up until their enrollment. Four information sources excelled at reaching prospective students: the university website, brochures, contacts with family and friends, and info events. Marketing and recruitment recommendations are provided.status: publishe