Timings and trade‐offs in the marketing of higher education courses: a conjoint approach

The article reports results of a longitudinal survey, which assesses the importance of decision‐making attributes by potential higher education students. Conjoint analysis is applied to establish candidates’ utilities of identified key decision‐making attributes – course content, location and reputation – on two separate occasions over a 14 month period. The full profile approach is employed in order to capture all the alternative combinations present. The main contribution of this article is the assessment of changes in the weightings of the key attributes over the period. Findings indicate that in the early stages of the decision‐making process, prospective students view course content as the most significant factor, but that as the consumption process nears, location becomes increasingly important. Reputation is an exchangeable element throughout and is considered less important. Implications for the marketing of higher education courses are discussed.