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A Framework for Profiling Prospective Students in Higher Education

A Framework for Profiling Prospective Students in Higher Education
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Author(s): Santhosh Kumar Lakkaraju (Dakota State University, USA), Deb Tech (Dakota State University, USA)and Shuyuan Deng (Dakota State University, USA)
Copyright: 2018
Pages: 9
Source title: Encyclopedia of Information Science and Technology, Fourth Edition
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-2255-3.ch335

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Abstract

Internet became a primary source of valuable information for everyone over a decade. Before purchasing a higher education program, prospects invest a significant amount of time researching about a different program. This chapter intends to provide a conceptual framework to profile prospective students by giving an overview of higher education marketing literature and extract a theoretical model analyze different prospect decision-making factors. These decision-making factors are further categorized into prospect profiles based on their contextual relevance.

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