Education Commons^™

Factors That Influence Student Selection Of Educational Leadership Master’S Programs At Regional Universities, Pam Winn, Lesley F. Leach, Susan Erwin, Liza Benedict

Administrative Issues Journal

Graduate enrollment numbers in Educational Leadership programs have dwindled at many public higher education institutions. At the same time, for-profit institutions and institutions with private marketing partnerships have experienced increasingly greater enrollments. Many public institutions are reevaluating their marketing and recruiting strategies as they struggle to compete for students. Central to any marketing strategy is knowledge of the needs and wants of consumers; in the case of higher education, the consumers are students. This study sought to determine the needs and wants of Master’s-level Educational Leadership students by investigating the factors that influenced students’ selections of programs as well as …