The influence of choice factors on student decision-making of Vocational Education
Abstract
This study aims to analyze the influence of choice factors on students’ decision-making when selecting Vocational Education (VE), recognizing that Vocational Education Institutions (VEI) operate in a highly competitive environment where attracting new students is essential for success. Using a quantitative approach, data were collected through a questionnaire, resulting in 848 valid responses from students enrolled in VE courses in Portugal, and 24 choice factors were analyzed. The findings reveal that these factors do influence students’ decisions, with “Job perspectives after completing the course,” “Personal interest,” and “Internship opportunities during the course” emerging as the most significant, while “Level of difficulty of the course” and “School ranking” were considered the least important. The study faced some limitations, including scarce literature on vocational education and professional courses, limited research on the decision-making process of VE students, difficulties faced by VEI in data collection, and the generally low motivation of Generation Z students to complete questionnaires. Despite these challenges, the research offers valuable contributions both to theory and practice: theoretically, it developed a model tailored to the specific context of VEI; from a managerial perspective, it provides insights into the most influential factors affecting students’ decisions, offering essential knowledge for institutions and educational authorities aiming to attract new students within the competitive landscape of vocational education.
Keywords: Choice factors, Vocational Education, Portugal, Generation Z
Acknowledgements: This work is financed by Portuguese national funds through FCT – Fundação para a Ciência e Tecnologia, under the project UIDB/05422/2020.
DOI: https://doi.org/10.54663/2182-9306.2025.SpecialIssueMBP.56-67
Keywords
Full Text:
PDFReferences
Al-Abdallah, G., & Ababakr, K. (2025). Exploring the Mediating Effect of Digital Versus Traditional Marketing Communication on Students’ Selection of Higher Education Institutions in Developing Countries. Human Behavior and Emerging Technologies, 2025(1). https://doi.org/10.1155/hbe2/5510524
Alonso, C. L. (2019). Marketing Educativo - Captación y fidelización nde alumnos. Madrid: ESIC.
Areces, D., & J.Rodríguez-Muñiz. (2022). Differences About Reasons and Sources of Information for Chosing Degree Courses. Psicothema, pp. 95-101.
Barboza, M. M., Ormany, C. G., Arruda, É. E., & Toaldo, A. M. (Janeiro, Fevereiro, Março, Abril, Maio e Junho de 2013). Análise da Gestão de Marketing das Escolas Privadas através da operacionalização das estratégias do composto de marketing. Revista Brasileira de Administração Científica, 4(1), pp. 33-49.
https://doi.org/10.6008/ESS2179-684X.2013.001.0003
Barbosa, B. (Março, 2023) Como Valorizar o Ensino Secundário Profissional? Dilemas, Desafios e Oportunidades. Porto. Fundação Belmiro de Azevedo.
Basha, A. (Fevereiro de 2019). A study on effective digital marketing strategy in education sector at bangalore city. International Journal of Research and Analytical Reviews, 6, pp. 161-169
CEDEFOP, C. E. (2021). EFP em destaque em Portugal 2021. Lisboa: CEDEFOP.
CEDEFOP, C. E. (2021). O sistema de educação e formação profissional em Portugal: descrição sumária. Luxemburgo: Serviço das Publicações da União Europeia.
Cubillo, J. M., Sánchez, J., & Cerviño, J. (2006). International students' decision-making process. International Journal of Educational Management, 20(2), pp. 101-115. https://doi.org/10.1108/09513540610646091
DGEEC. (2022). Alunos matriculados no ano letivo 2020/2021. DGEEC, Direção Geral de Estatísticas da Educação e Ciência. https://www.dgeec.mec.pt/np4/408/
Erdil, D. Ü., Tümer, M., Nadiri, H., & Aghaei, I. (Abril - Junho de 2021). Prioritizing Information Souces and Requirements is Students' Choice of Higher Education Destination: Using AHP Analysis. SAGE Open. https://doi.org/10.1177/21582440211015685
Gondane, D. V., & Pawar, M. (2021). A study on Impact of Digital Marketing Strategies on Education. XIlkogretim Online - Elementary Education Online, 20, pp. 2503 - 2511.
https://doi.org/10.17051/ilkonline.2021.01.283
Ho, G. K., & Law, R. (2020). Marketing Strategies in the Decision-Making Process for Undergraduate Choice in Pursuit of Hospitality and Tourism Higher Education: The Case of Hong Kong. Journal of Hospitality & Tourism Education, pp. 124-136.
Kotler, P., & Fox, K. F. (1994). Marketing Estratégico para Instituições Educacionais. Brasil: Editora Atlas.
Kusumawati, A. (Junho de 2019). Impact of Digital Marketing on Decision-Making Process of Higher Education Instituicion: A Case of Indonesia. Journal of e-Learning and Higher Education. https://doi.org/10.5171/2019.267057
Le, T. D., Robinson, L. J., & Dobele, A. R. (2020). Understanding high school students use of choice factors and word-of-mouth information sources in university selection. Studies in Higher Education, 45(4), pp. 808-818.
Lubbe, I., & Petzer, D. J. (2013). Key information sources influencing prospective students university choice a South African perspective. South African Journal of Higher Education, 27(4), pp. 920-940. https://doi.org/10.20853/27-4-275
Madeira, S. R. (2022). Estatísticas gerais da Educação 2020/2021. Madeira: Madeira - Governo Regional.
Magalhães, M., & Hill, H. &. (1998). Investigação empírica em ciências sociais: um guia introdutório. Dinâmia - Centro de Estudos sobre a mudança socioeconómica.
Maringe, F. (2006). University and course choice - Implications for positioning, recruitment and marketing. International Journal of Educational Management, 20(6), pp. 466-479.
Meštrović, D., Bagarić, L., & Marot, N. J. (Novembro de 2019). Information Sources and Factors Influencing Enrolment in ICT and STEM University Study Programmes. https://doi.org/10.15458/85451.80
Mitić, S. (1 de Outubro de 2020). Factors affecting higher education institution choice: attitudes of serbian high school students. 2020.
Núñez, V. (2017). Marketing Educativo - Cómo comunicar la propuesta de valor de nuestro centro. Espanha: SM.
Pinna, M., Chiappa, G. D., & Gallarza, M. G. (2018). Factors and information sources influencing students’ consumer behaviour: a case study at an Italian public university. International Journal of Management in Education (IJMIE), 12(4), pp. 351-374.
Quivy, R., & Campenhoudt, L. V. (2005). Manual de investigação em ciências sociais. Lisboa: Gradiva.
Retamosa, M., Millán, A., & García, J. A. (27 de Fevereiro de 2022). The journey towards finding your favourite university. A segmentation study based on selection criteria. Journal of Marketing for Higher Educations. https://doi.org/10.1080/08841241.2022.2058146
Simões, C., & Soares, A. M. (Junho de 2010). Applying to higher education: information sources and choice factors. Studies in Higher Education, 35(4), pp. 371-389.
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Maria Antónia Rodrigues, Tiago Couto
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
REBIB: Q2
Indexing:
WEB OF SCIENCE (WoS) & JOURNAL CITATION REPORTS (JCR)
QUALIS - GOOGLE SCHOLAR - LATINDEX - REDIB - RCAAP - OAJI - DRJI - MIAR - LIVRE - ERIH PLUS - INDEX COPERNICUS
