Nanath, Krishnadas, et al. “Decision-Making System for Higher Education University Selection: Comparison of Priorities Pre- and Post-COVID-19.” Journal of Applied Research in Higher Education, vol. 14, no. 1, Jan. 2021, pp. 347–65. Emerald Insight, https://doi.org/10.1108/JARHE-08-2020-0277.
In reaction to the COVID-19 pandemic, how have prospective university students’ plans and decision-making processes modified, and what variables have influenced these changes?
The article makes an argument that universities are using corporate-like tactics to draw students in a competitive and changing market, showing how competitive the higher education industry has grown. Selecting a program and university has become more difficult due to the increased competition brought about by the expansion of online courses and e-learning platforms. Social contact and habits have changed significantly as a result of the COVID-19 pandemic’s additional effects on the school sector. The transition to online learning and university closures have affected student priorities and hastened the adoption of e-learning systems. As flexible as online learning can be, there are drawbacks as well, such loss of face-to-face interaction and technical glitches. According to the article, students’ preferences for universities in the post-COVID-19 era may be influenced by the pandemic’s exposure to new learning methods.
The article reviews previous studies and literature on university selection standards and decision-making procedures to substantiate its claims. Using Patton’s (2000) five stages of decision-making as a guide, it highlights the complex process by which students choose colleges and courses. The article cites earlier research that examined academic, non-academic, and career-related characteristics that affect university choice. It also gives examples of relevant literature and emphasizes the significance of marketing strategies in shaping student choice models.
I agree with the articles in a number of ways. First, choosing a program and a university is a challenging decision with a lot of variables. These include non-academic, career-related, and academic considerations, all of which are discussed in this article. Personally, I completely agree that there has been a substantial impact of the COVID-19 pandemic on higher education, especially with the swift shift to online instruction. I think there are difficulties associated with this shift, and it affects students’ priorities and decision-making skills.