Understanding High School Students’ University Choice: Implications for Marketing and Management of Higher Education in Ghana

The higher education landscape in Ghana has experienced significant transformation over the past years. The proliferation of private universities with standards that challenge the dominance of traditional ‘elite’ public universities has created a competitive environment in the higher education market. The paper draws findings from questionnaires administered to final year senior high school students in Ghana using stated preference (intent to choose) approach. The results show that the choice of a higher education institution is influenced more by institutional reputation, infrastructure, economic and family or relationship factors. The results further show that the best allies for marketers of higher education institutions to attract prospective undergraduates are the teachers and counsellors in senior high schools.