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Factors Influencing Consumer Choices In Graduate Nursing Education At Andrews University, Catherine Keith Turner

Dissertations

Problem. Universities and colleges are increasingly interested in marketing strategies in order to improve enrollment. Nursing programs have likewise become more conscious of the need to be more market-oriented. Knowing the factors that influence consumer choices in higher education can enhance marketing strategies. The purpose of this qualitative study was to identify the factors related to marketing nursing graduate education that affect consumer choices in a particular program. Of special interest was the nursing student population in the Andrews University Graduate Nursing Program.

Method. From the literature and from focus groups of a sample of the student population, data …