Brief

Brief for Market Research

Brief for Market Research

Background of the Company

West Chester University is one of the known public universities functioning in the state of Pennsylvania located to the west of Philadelphia. US News and World Report recognized the university as among the top 100, ranking it at number 69th in the category of Master's Universities (North). West Chester University is also accredited by the Middle States Association of Colleges and Schools (MSACS). Looking at the vast array of accomplishments and accolades attained by West Chester University, it is in a significantly favourable position to successfully attract students from across the world let alone United Kingdom; to attract students from where the preparation of this brief is particularly undertaken. Offering numerous undergraduate as well as graduate programs in addition to various certificate and training programs, the credible reputation of West Chester University has cemented substantially over the past several years, making it one of the respectable institutes that students aim to join.

Problem

The Vice Chancellor of West Chester University is looking to increase recruitment of students from within United Kingdom, and thus wants to explore what these students are looking for and what would encourage them to apply to West Chester University in the USA. The prime problem that is facing West Chester University is that even the UK students who are willing to go to USA for their higher studies are presented with wide range of choices which makes it difficult for them to effectively process all the options thereby selecting best alternative. In doing so, the prospects for West Chester University to be selected by UK students as the ideal institute; to continue their higher study, declines significantly. US universities however remain uniquely positioned among UK students specifically due to rising tuition costs in UK universities as a result of which British students are increasing choosing US universities over UK universities. Thus, UK students particularly look for degree courses that are not only reputable but also financially feasible and it is through the lens comprising this paradigm that British students filter the universities they deem fit to apply to. Furthermore, another major factor that helps British students in narrowing down the universities in US is the opportunity and ability to work or do job whilst pursuing any specific program at any particular US university.

Proposed Research Objectives

The research objectives as manifesting in the problems stated above are mentioned below.

To understand clearly the priorities of the British students in terms of selection of higher education institute, particularly in the US, to proceed with their degree.

To highlight the motivation of British students already studying at the West Chester University, behind selecting West Chester University to continue their higher education.

To elaborate over the job opportunities that students studying at West Chester University are presented with, during the course of their study.

To understand how the cost as well as degree structure at West Chester University proves to be favourable for British students, over other US as well as UK ...