Remodeling the University as an Institution of Choice

  • Sing Ong YU Southern University College


This paper uses the metaphor of University Remodeling as a framework for analysing students’ choice of a private university and repositioning the university through rebranding of its professors. Remodeling the university involves reconstructing competencies and strengths of the institution. These elements are critical to the growth of the university. Managing growth requires understanding of the factors influencing students’ choice of a university, institutional commitment towards improving these factors, and rebranding the university to differentiate itself from its competitors. The creation of a strong university brand is a strategic issue that requires close collaboration between university administrators and academicians, and should not be left alone to the marketing department.


[1] Abrahamson, T., and Hossler, D. 1990. Applying Marketing Strategies in Student Recruitment, The Strategic Magement of College Enrollments. San Francisco Jossy Bass.
[2] Bourke, A. 2000. A Model of the Determinants of International Trade in Higher Education, The Service Industries Journal, 20(1): 110-38.
[3] Bryman, A., and Bell, E. 2005. Business Research Methods, 3rd edition, Oxford University Press, Oxford.
[4] Cabrera, A.F., and La Nasa, S.M. 2000. Understanding the College-Choice Process: New Directions for Institutional Research, No 107, San Francisco: Jossey Bass.
[5] Chapman, R. 1981. A Model of Student College Choice, Journal of Higher Education, 52: 490-505.
Journal of Research in Educational Sciences
[6] Chapman, R. 1986. Towards a Theory of College Selection: A Model of College Search and Choice Behaviour. Advances in Consumer Research, Vol 13, Association for Consumer Research, Provo, Utah.
[7] Chen, L.H. 2008. Internationalization or international marketing? Two frameworks for understanding international student’s choice of Canadian universities. J.Market Higher Education, 18(1): 1-33.
[8] Choy, S.P., and Ottinger, C. 1998. Choosing a Postsecondary Institution Statistics Analysis Report. Washington, DC: National Center for Educational Statistics.
[9] Cleopatra, V., John, W.L., and Robert, A.P. 2004. University Selection: Information requirements and Importance. The International Journal of Educational Management, 18(3): 160-171.
[10] Collins, M. L. 1978. Effects of Enthusiasm Training on Preservice Elementary Teachers. Res. Teach. Educ. 29: 53–57. doi: 10.1177/002248717802900120.
[11] Foskett, N., Maringe, F., and Roberts, D. 2006. Changing Fee Regimes and their Impact on Student Attitudes to Higher Education, Higher Education Academy UK, 22(2): 23-31.
[12] Hall, R. 1993. A Framework Linking Intangible Resources: Capabilities to Sustainable Competitive Advantage. Strategic Management Journal, 14: 607-618.
[13] Hearn, J. 1984. The relative roles of academic ascribed and socioeconomic characteristics in college destinations. Sociology of Education, 57: 22-30.
[14] Hossler, D., and Gallagher, K.S. 1987. Studying Student College Choice: A Three-Phase Model and the Implications for Policymakers, College and University, 62(3): 207-22.
[15] Hossler, D., Schmit, J., and Vesper, N. 1999. Going to College, How Social, Economics, and Educational Factors influence the Decision Students Make, The John Hopkins University Press, Baltimore & London.
[16] Hossler, D., Braxton, J.M., and Coopersmith, G. 1989. Understanding Student College Choice. In Smart J.C. (ed), Higher Education: Handbook of Theory and Research. New York: Agathon Press.
[17] Houston, M. 1979. Cognitive Structure and Information Search Patterns of Prospective Graduate Business students, Advances in Consumer Research, 7(10): 552-557.
[18] Jackson, G.A. 1982 Public Efficiency and Public Choice in Higher Education, Educational Evaluation and Policy Analysis, 4(2): 237-247.
[19] John, E.P. 1990. Price Response in Enrolment Decisions: An Analysis of High School and Beyond Sophomore Cohort. Research in Higher Education, 31(2): 161-176.
[20] Joseph, M., and Joseph, B. 1998. Identifying Need of Potential Students in Tertiary Education for Strategy Development. Quality Assurance in Education, 6(2): 90-96.
[21] Kotler, P., and Fox, K.F.A. 1995. Strategic Management for Educational Institutions, Prentice-Hall, Upper Saddle River, NJ
[22] Krampf, R.F., and Heinlein, A.C. 1981. Developing Marketing Strategies and Tactics in Higher Education Through Target Market Research, Decision Sciences, 12(2): 175-193
[23] Krone, F., Gilly, M., Zeithaml, V., and Lamb, C. 1983. Factors Influencing Graduate Business School Decisions, American Marketing Association Educators Proceedings, Chicago, IL.
[24] Kunter, M., Frenzel, A., Nagy, G., Baumert, J., and Pekrun, R. 2011. Teacher Enthusiasm: Dimensionality and Context Specificity. Contemp. Educ. Psychol. 36: 289–301. doi: 10.1016/j.cedpsych.2011.07.001
[25] Leslie, L.L., Johnson, G.P., and Carlson, J. 1997. The Impact of Need-Based Student Air upon the College Attendance Decision, Journal of Education Finance, 2(3): 269-285
[26] Lin, L. 1997. What are Student Education and Educational Related Needs? Marketing and Research Today, 25(3): 199-212.
[27] Litten, L.H. 1980. Marketing Higher Education. Journal of Higher Education, 5(4): 40-59.
[28] Litten, L.H. 1982. Different Strokes in the Application Pool: Some Refinements in a Model of Students Choice. Journal of Higher Education, 4: 383-402.
[29] Miles, S.J., and Mangold, G. 2004. A Conceptualization of the Employee Branding Process. Journal of Relationship Marketing, 3(2/30): 65-87.
[30] Mourad, M., Ennew, C., and Kortam, W. 2011. Brand Equity in Higher Education. Market. Intell. Plann. 29(4): 403-420.
[31] Paramewaran, R., and Glowacka, A.E. 1995. University Image: An Information Processing Perspective. Journal of Marketing for Higher Education, 6(2): 41-56.
[32] Price, I., Matzdorf. L., and Agahi, R. 2003. The Impat of Facilities on Student Choice of University, International Journal of Educational Management, 21(10): 212-222.
[33] Qureshi, S. 1995. College Accession Research: New Variables in an Old Equation. Journal of Professional Services Marketing. 12(2): 163-70.
[34] Sanders, P., and Gosenpud, J. 1986. Perceived Instructor Enthusiasm and Student Achievement. Dev. Bus. Simul. Exp. Excerc. 13: 52–55.
[35] Seneca, J., and Taussig, M. 1987. The Effects of Tuition and Financial Aid on the Enrolment Decision at a State University. Research in Higher Education, 26 (Aug): 337-62.
[36] Somers, P., Cofer, J., and Putten, J.V. 1999. The Influence of Early Aspirations and Attitudes on Postsecondary Attendance, American Educational Research Association Conference, Montreal, Canada,
[37] Somers, P., Haines, K., and Keene, B. 2006. Toward a theory of choice for community college students. College Journal of Research and Practice, 20: 53-67
[38] Soutar, G., and Turner, J. 2002. Students Preferences for University: a Conjoint Analysis, The International Journal of Educational Management, 10(2): 139-46.
[39] Stage, F.K., and Hossler, D. 1989. Differences in Family Influences on College Attendance Plans for Male and Female Ninth Graders, Research in Higher Education, 30(3): 301-315.
[40] Stefanie, D., Teresa, L., and Danielle, L. 2006. Higher Education Marketing Concerns: Factors Influence Students’ Choice of Colleges, The Business Review, Cambridge, 6(2): 101-110.
[41] Tierney, M. 1983. Student College Choice: Toward An Empirical Characterization. Research in Higher Education, 8: 271-284.
[42] Tillery, D. 1973. Distribution and Differentiation of Youth: A Study of Transition From School to College. Cambridge, MA: Ballinger Publishing Company.
[43] Webb, M. 1993. Variables Influencing Graduate Business Students’ College Selections, College and University, 68(1): 38-46.
[44] Yu, S.O. 2016. Reculturing: The key to sustainability of private universities. International Journal of Education and Research, 4(3): 353-366.
How to Cite
YU, Sing Ong. Remodeling the University as an Institution of Choice. Journal of Research in Educational Sciences, [S.l.], v. 7, n. 9, p. 52-60, nov. 2016. ISSN 2068-8407. Available at: <>. Date accessed: 22 jan. 2022.


student’ choice; university remodeling; programs; facilities; curricular activities.