University Branding: Impacting Factors for Usbound Prospective Nigerian Students

Description

– University Branding: Impacting Factors for Usbound Prospective Nigerian Students –

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Abstract

Today, Nigeria is becoming an attractive market for international students and this trend is rapidly growing as a result of the competition in the marketplace and its overall benefit, both to the university and the host country.

According to UNESCO 2013/2014 report, about 36,260 Nigerian students traveled to the United Kingdom, Ghana and United States of America and in 2015 alone, about 9,494 Nigerian students traveled to the United States of America in search for higher education.

It is gradually becoming very important for managers of higher education in Nigeria especially universities to have good understanding of the various factors that influence the decision of these potential Nigerian students to travel abroad for undergraduate studies.

In view of this, this study seeks to investigate the major factors that influence the decision of Nigerian students to study abroad, especially in the United States of America for undergraduate degrees.

Secondly, the study also examines how Nigerian universities can leverage on this consumer and market information to design and deploy a more effective branding strategy to attract this category of students in Nigeria and, in the long-term, from other countries.

The sample population was selected using Judgmental sampling technique and the sample size was 314. The data was collected using a structured questionnaire.

Factor Analysis—Exploratory Factor Analysis, was used in data analysis using SPSS version 20. The data analysis of this study outlined four major factors but two of these factors were considered reliable with Chronbach Alpha (α) 0.733 and 0.74.

These two factors are: “University’s Geographic Location and Prestige” as well as “University’s Infrastructure and Environment.” The findings of this study indicate two major factors of consideration in the student decision making process. 

Introduction

1.1 Background of the Study

The movement of students in search of university education outside their home countries has been in existence in the past but began to experience a rapid growth in the mid-1990s (Mpinganjira, 2009).

According to National Association for College Admission Counseling (NACAC), the total number of students studying outside their countries worldwide is estimated at 4.5 million approximately and this figure is expected to rise to over 7 million by 2025. 

Altbach and Reisberg (2013) examined the huge business opportunities this scenario has created and noted that the sector is contributing over $75 billion US dollars to the world economy.

In their submission, they opined that the motivations behind countries and universities giving greater attention to the recruitment of international students are largely commercial, as most of these universities rely on this sector to balance their budgets.

In Australia, as noted in “International Students Strategy for Australia 2010 – 2014,” published by the Council of Australian Governments, the government has acknowledged the many contributions to Australian life by the international students who are in Australia either to study, live or work.

International education has been identified by the Australian government as a major stream of revenue.

According to the publication, the sector generated $18.6 billion in 2009 and supported about 125,000 jobs in Australia. Australia, beginning in the 1980s, became a key player, promoting the movement of international students and offering internationally-recognized courses and credentials in various higher institutions.

In 2004, Australia became the fifth major destination in the world where international students travel in search of quality higher education (Linacre, 2007). 

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