ABSTRACT

This research investigates the influential factors impacting CDM among prospective online MBA students, using qualitative interviews. This research focus is contextualised with analysis on the CDM process and the disparity between UK and international students, to gain a deeper understanding of the dynamics of the influential factors. The findings of this research point to accreditation, price and rankings having the most influence on CDM among prospective online MBA students. It suggests that the CDM process among international students is more extensive than among UK students. International students’ searches had a longer duration, compared more programme alternatives, favoured detailed information such as course content and marketing materials, and searches often culminated in an application to more than one university. Meanwhile, UK students were more influenced by outbound university phone communications, which the data imply is attributable to English being their first language. Concluding practical recommendations include marketing messaging optimisation, strategic focus on rankings, accreditation and pricing and driving brand loyalty among prospective international students.

摘要

本研究使用定性访谈调查了影响未来在线 MBA 学生的 CDM 的影响因素。该研究重点与对 CDM 过程和英国与国际学生之间差异的分析相结合，以更深入地了解影响因素的动态。这项研究的结果表明，在未来的在线 MBA 学生中，认证、价格和排名对 CDM 的影响最大。这表明国际学生的 CDM 过程比英国学生更广泛。国际学生的搜索持续时间更长，比较了更多的课程选择，更喜欢课程内容和营销材料等详细信息，而且搜索往往以向不止一所大学提出申请而告终。同时，英国学生更受出境大学电话通讯的影响，数据表明这归因于英语是他们的第一语言。最后的实用建议包括营销信息优化、对排名、认证和定价的战略重点，以及提高潜在国际学生的品牌忠诚度。