Postgraduate student recruitment strategies in a transforming higher education landscape, South Africa

Abstract

Most higher education marketing theories have not explored student recruitment strategies for masters and doctorate qualifications, particularly in Africa. As a result, this study aims to explore student recruitment initiatives used by South African universities when recruiting students for masters and doctorate qualifications. A qualitative method of investigation was adopted to enable the researcher to judge the effectiveness of policies, practices or innovations in the recruitment of masters and doctorate students. Heterogeneous variation sampling was adopted to allow the researcher to compare university similarities and trends. Telephonic and face to face interviews were conducted to obtain information and opinions from research managers and marketing personnel regarding the recruitment of postgraduate students. Thematic analysis was employed to analyse qualitative data obtained during in-depth interviews. The findings indicate that university recruitment initiatives include individualised marketing and product differentiation. The availability of internal systems to encourage staff and current students to enrol for research degrees was also highlighted. University initiatives will ensure that suitable students are attracted to research masters and doctorate studies. With the university alumni, personnel and the internal students, the public universities can increase postgraduate enrolments.