Stephen Wilkins

Student Choice in Higher Education: Motivations for Choosing to Study at an International Branch Campus

The international branch campus has emerged as a prominent feature on the international higher education landscape. Although there exists a fairly substantial body of literature that has sought to identify the motivations or choice criteria used by international students to select countries and institutions, there has to date been little research on student motivations for studying at an international branch campus. This quantitative study, using the push-pull model of international student destination choice as its theoretical framework, involved 320 undergraduate and postgraduate students studying at branch campuses in the United Arab Emirates (UAE). It was found that the main motivations of students who choose to study at an international branch campus are different to those students who choose to study at home campuses. Thus, we propose a revised model of international student destination choice, which incorporates two distinct sets of push and pull factors—one that applies to the home campuses of Western universities and one that applies to international branch campuses. In addition to developing the theory on international student choice, our findings may be used by higher education institutions to better understand both their existing and potential students, with the view to applying segmentation techniques in their marketing activities.

The decision-making and changing behavioural dynamics of potential higher education students:The impacts of increasing tuition fees in England

Recent changes in the English tuition fee policies have spurred a debate on the impacts on student choices for higher education. Expectations range from a sharp decrease in participation in higher education to relatively little change in student demand. We surveyed 1549 year 12 sixth-form students from four institutions spread geographically across England. We have broadened the approach to the study of student choice by not only considering the impact of going to higher education or not, but have included in our choice scenarios the consideration of looking for cheaper higher education alternatives and of looking for higher education abroad. This brings our study from a focus on widening participation and access into the realm of the dynamics of increasing choice in a globalised world. The data suggest that financial issues are key influencers. We conclude that the English higher education system may be confronted with significant changes in student choice patterns, given the study’s finding that students show high levels of anxiety and consequently consider a much broader range of study options: within or outside higher education; in publicly funded or for-profit institutions; and in the UK or elsewhere.

Student recruitment at international branch campuses Can they compete in the global market

The majority of international branch campuses are located in competitive higher education hubs, such as Singapore and the United Arab Emirates. Many find themselves having to recruit students regionally, and some, even globally, which results in them competing head-to-head with the home campuses of well-respected Western universities. The purpose of this study is to identify the factors influencing the decision of international students to study at a particular university in the United Kingdom and to investigate their attitudes toward international branch campuses. The study involved a self-completed questionnaire administered to 160 international students. A logit model was developed that was able to significantly predict whether an individual student would consider study at an international branch campus. Reputation, quality of programmes, and rankings were found to be the strongest influences on student choice of institution, suggesting that these are the factors that international branch campuses should focus on to achieve sustainable competitive advantage.

Assessing student satisfaction in transnational higher education

Purpose – Given that there exists in the literature relatively little research into student experiences in transnational higher education, the purpose of this paper is to identify the determinants of student satisfaction at international branch campuses in the United Arab Emirates (UAE).Design/methodology/approach – This quantitative study involved 247 undergraduate and postgraduate students at branch campuses in the UAE who completed a questionnaire using either hard copies or an online version.Findings – It was found that levels of student satisfaction at UAE branch campuses were generally high. The factors that were most influential in determining whether or not a student at a UAE branch campus was satisfied overall with their institution were quality of lecturers, quality and availability of resources, and effective use of technology.Research limitations/implications – Given that cultures, customs, traditions and social contexts vary considerably in different locations, the findings of this study are ...

Higher education in the United Arab Emirates: an analysis of the outcomes of significant increases in supply and competition

During the last decade, several countries across the Middle and Far East have established higher education hubs, some of which have grown rapidly by attracting foreign universities to set up international branch campuses. The United Arab Emirates (UAE) is by far the largest host of international branch campuses globally, having over 40 providers at the end of 2009. The UAE higher education market has become highly competitive and, in the private sector, supply currently exceeds demand. This paper explores and analyses the outcomes and impacts of this market situation on student recruitment, the student experience, quality and institutional strategies. The long-term viability of international branch campuses in the UAE is also considered, in the context of local political and social issues.

International student destination choice: the influence of home campus experience on the decision to consider branch campuses

Previous research has found that the country and institution choices of international students are greatly influenced by recommendations they receive from others who have experience of undertaking higher education overseas. For Western universities, it is of utmost importance to satisfy their international students, who can then encourage the next generation of international students to attend those same institutions. However, student satisfaction is not the only factor at play. Using a framework of ‘push and pull’ factors, rooted in the international student choice literature, this exploratory study investigates the determinants of destination choice of international students who decided to study at a university in the UK and examines their attitudes toward international branch campuses. The survey results and analyses suggest that overseas campuses could pose a considerable threat to home campuses in the competition for international students in the future.

Student satisfaction and student perceptions of quality at international branch campuses in the United Arab Emirates

The international branch campus has emerged as a popular form of transnational higher education but to date little research has been undertaken on student perceptions and experiences, other than the student feedback evaluations conducted by institutions. This research employed a survey questionnaire to investigate student perceptions of study at international branch campuses in the United Arab Emirates (UAE), the country which hosts the largest number of branch campuses globally. Across the seven dimensions examined – programme effectiveness, quality of lecturers and teaching, student learning, assessment and feedback, learning resources, use of technology, and facilities/social life – it was found that students are largely satisfied. The findings refute many of the criticisms of international branch campuses in the literature, regarding quality, political or ideological issues.

Student evaluation of university image attractiveness and its impact on student attachment to international branch campuses

In many countries and regions around the world international students now weigh up the potential advantages and disadvantages of undertaking their higher education at an international branch campus rather than at a home campus located in a traditional destination such as the United States or United Kingdom. The aim of the research is to identify the criteria used by prospective students to evaluate the images they hold of international branch campuses and to investigate the impact of these assessments on students’ attachment to institutions. The study involved 407 students studying at nine international schools in the United Arab Emirates (UAE). It was found that information and opinions gained through personal relationships and the media explained over half of the variability in the attachment/membership intentions of prospective students. It was also discovered that students evaluate international branch campuses using information related to both the local branch and the home campus. The implications of the findings for international branch campuses are discussed.

Management development in the Arab Gulf States – the influence of language and culture

Observes that management development activity in the Arab Gulf States is often provided specifically for Arab nationals, yet programmes are usually delivered in the English language by Western expatriates. Aims to discover whether this fact presents any particular problems for either trainees or trainers, particularly with respect to the British NEBS Management (NEBSM) qualifications. Finds that both trainees and employers agree that the content and assessment methodology of the NEBSM programmes are relevant and appropriate for the Gulf region. Low ability in communicating in English was identified by trainees and trainers as the biggest problem preventing student learning and effective participation on management development programmes. Discusses some of the issues relating to language and culture that should be considered by training professionals in the Gulf region. Suggests that new strategies need to be implemented by those responsible for training strategy and delivery in order to improve the effectiveness of management development.

Factors affecting university image formation among prospective higher education students: the case of international branch campuses

Previous research has found that the images of universities formed by prospective students greatly influence their choices. With the advent of international branch campuses in several higher education hubs worldwide, many international students now attempt to construct images of these institutions when deciding where to study. The aim of this research is to identify the sources of information and other influences that impact upon the images of international branch campuses formed by prospective undergraduate students. The study involved 407 students studying at nine international schools in the United Arab Emirates (UAE). It was found that recommendations and feedback resulting from personal relationships was by far the most influential factor shaping the images of institutions constructed by students. It was also discovered that elite institutions can benefit from positive home campus images based on heritage and prestige, which positively influence the images constructed of the international branch campuses operated by these institutions. The implications of the findings for higher education institutions are discussed.