THE IMPACT OF PROMOTION IN THE SELECTION OF PRIVATE HIGHER EDUCATION INSTITUTIONS IN KOSOVO

Abstract

The purpose of this research is to find out the main promotional significant factors influencing students' decisions in choosing private institutions of higher education.

Healthy student enrollment is very crucial for each educational institution. There exist an inseparable connection between the university image and the successes of its students. A positive university image is what attract students and retain high-quality staff that can improve further the university success. Therefore, by identifying factors that strongly influence the decision of the students to determine the institution they will be studying, it will strongly help universities to strengthen their promotional communication with the aim to inform or convince the target audiences of the relative merits of a product, service or brand. In this way, educational institutions aim to harmonize requirements with regard to supply and implement necessary strategies with the goal to achieve the desired results.

This research will identify the relationship between student decision process and promotional activities of private higher education institutions. The primary research data will be collected through a structured questionnaire that will be used for analysis purposes. Therefore, the study tries to find out the most important factors that have an impact and influences students’ decision.