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A Framework for Profiling Prospective Students in Higher Education
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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