Analysis of the effect of a university's integrated marketing communication activities on university choices using the decision tree technique

Abstract

This research aims to study whether students and their parents are exposed to a foundation university's integrated marketing communication practices and to measure the effects of these practices on university choice. Two main groups of stakeholders are considered: the students and their parents. This study contributes to the theory by modeling the heterogeneity of impact of communication tools between the students' and parents' university choices by the decision tree technique. It also contributes to the literature because it fills a gap by including both students and their parents. Results of the decision tree analysis revealed that the perceived reputation of the academic staff and the content of the universities' websites are the most important factors for both students and parents in their choice of a university. The information and suggestions gathered from students of the chosen university are also important.