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Students' choice of a master in management in Portugal: A means-end chain approach
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Orientador(es)
Resumo(s)
In the increasingly competitive market of higher education introduced by the Bologna
Declaration, understanding the decision-making of master in management students is at
the center of institutional management and marketing efforts on its mission to attract
prospective students in a less costly, more efficient manner. The means-end chain
approach, applied to the choice of a Portuguese institution in which to pursue a master
in management, points to the position in rankings and to the non-specificity of the
program as the most important attributes. Additionally, results show that students with
distinct demographic, household, or background characteristics choose in significantly
different manners.
Descrição
Palavras-chave
Master in management Higher education in Portugal Students' decision-making Means-end approach