Influencing Choice of Private Maritime University: Enrolment factors for cadets at Maritime Educational Institutions using Digital Marketing

Abstract

Purpose: This study's goal was to identify the variables that affect cadet’s decisions in maritime educational institutions.

Design/Methodology/approach: One hundred cadets in the marine engineering programme has participated in the study as respondents. The study made use of the non-probability sample method and the Likert five scale evaluation. The self-administered questionnaire was created following validation by marine engineering experts. For gathering data, the questionnaire was emailed to the cadets. The T-Test was used to ascertain the elements that influenced cadets' university selection.

Findings: Most students polled and recommended that friends and family were among the most crucial considerations in determining which university they would attend.

Practical Implications: In general, all participant groups concurred that social media, particularly, Instagram, Facebook, and Snapchat, should be used more to raise awareness of university life and programmes.

Originality/Value: Higher education admission officers can better serve the demands of their schools by comprehending and utilising data on influencing elements in cadet’s decision-making in maritime educational institutions in order to raise enrolments while responding to reducing funds.

Type of Paper: Case Study.