Skip to main content
SpringerLink
Log in

Student Expectations and Experiences in Higher Education: A Comparison of State and Private Universities in Germany

  • Chapter
  • First Online:
International Marketing of Higher Education

Abstract

In this chapter, the authors analyze various factors influencing students’ choice of higher education institutions in Germany. Private universities offer small classes and strong alumni networks to compete with state universities. Using a cross-sectional analysis, the selection and evaluation criteria of students in both state and private universities are compared in terms of ranked importance. The results reveal that perceived employability is rated as more important for private universities than for state universities. Similarly, academic reputation and company connections are rated as more important for private universities than for state universities. These results are not surprising because students at private universities normally expect a reasonable return on their investment by paying higher tuition fees.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
eBook
USD 16.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

References

  • Angell, R. J., Heffernan, T. W., & Megicks, P. (2008). Service quality in postgraduate education. Quality Assurance in Education, 16(3), 236–254.

    Article  Google Scholar 

  • Bock, K. H. (1991). Studium- und Berufswahl, 1991/92. Bad Honnef: Entscheidungshilfen für Abiturienten und Absolventen der Fachoberschulen.

    Google Scholar 

  • Chapleo, C. (2011). Branding a university: Adding real value or smoke and mirrors? In M. Molesworth, R. Scullion, & E. Nixon (Eds.), The marketisation of higher education and the student as consumer (pp. 101–114). London: Routledge.

    Google Scholar 

  • Destatis Statitistisches Bundesamt. (2013). Bildung und Kultur-Private Hochschulen. Accessed 10, 2014, from https://www.destatis.de/DE/Publikationen/Thematisch/BildungForschungKultur/Hochschulen/PrivateHochschulen5213105137004.pdf?__blob=publicationFile

  • DHBW. (2014). Benefits of the dual studies. Accessed 1, 2014, from http://www.dhbw-stuttgart.de/service/english/benefits-of-the-dual-studies.html

  • Elliot, K. M., & Healy, M. A. (2001). Key factors influencing student satisfaction related to recruitment and retention. Journal of Marketing for Higher Education, 10, 1–11.

    Article  Google Scholar 

  • Frank, A., Hieronimus, S., Killius, N., & Meyer-Guckel, V. (2010). Rolle und Zukunft privater Hochschulen in Deutschland. Essen: Stifterverband für die Deutsche Wissenschaft.

    Google Scholar 

  • Frølich, N., & Stensaker, B. (2010). Student recruitment strategies in higher education: Promoting excellence and diversity? International Journal of Educational Management, 24(4), 359–370.

    Google Scholar 

  • Gate Germany. (2010). Internationales Hochschulmarketing an deutschen Hochschulen-Ergebnisse einer bundesweiten Umfrage. Bielefeld: Bertelsmann Verlag.

    Google Scholar 

  • Grönroos, C., & Ojasalo, K. (2007). Service management and marketing. Customer management in service competition (3rd ed.). West Sussex: Wiley.

    Google Scholar 

  • Hachmeister, C. D., Harde, M. E., & Lange, M. F. (2007). Einflussfaktoren der Studienentscheidung. Eine empirische Studie von CHE und EINSTIEG. Centrum für Hochschulentwicklung gGmbH (Working Paper No. 95). http://www.che-concept.de/downloads/Einfluss_auf_Studienentscheidung_AP95.pdf.

  • Heine, C., Spangenberg, H., Sommer, D. (2005). Studienberechtigte 2004, Erste Schritte in Studium und Berufsausbildung, Vorauswertung der Befragung der Studienberechtigten 2004 ein halbes Jahr nach Schulabgang im Zeitvergleich (Vol. A 10/2005). Hannover.

    Google Scholar 

  • Lower Saxon Ministry of Science and Culture. (2014). Wissenschaftsministerium fördert den Studienerfolg. Accessed 10, 2014, from http://www.mwk.niedersachsen.de/portal/live.php?navigation_id=6257&article_id=126918&_psmand=19

  • Marquardt, J., & Wiesmeth, H. (2013). Managing and positioning of a private business school in germany. In A. Altmann & B. Ebersberger (Eds.), Universities in change. Innovation, technology, and knowledge management (pp. 155–170). Berlin: Springer.

    Google Scholar 

  • Meffert, H., & Müller-Böling, D. (2007). Hochschulmarketing—Herausforderung und Erfolgsfaktoren im Wettbewerb (Arbeitspapier Nr. 98). Dokumentation der Tagung vom 15.01.2007.

    Google Scholar 

  • Münch, R. (2013). The Bologna process in the German system of higher education. From occupational monopolies to the global struggle for educational prestige. European Political Science, 12, 424–431.

    Article  Google Scholar 

  • Naidoo, V., & Wu, T. (2011). Marketing strategy implementation in higher education: A mixed approach for model development and testing. Journal of Marketing Management, 27(11–12), 1117–1141.

    Article  Google Scholar 

  • Obermeit, K. (2012). Students choice of universities in Germany: Structure, factors and information sources used. Journal of Marketing for Higher Education, 22(2), 206–230.

    Article  Google Scholar 

  • Osel, J. (2012). Studienbeiträge sind eine soziale Maßnahme. Accessed 3, 2013, from http://www.sueddeutsche.de/bayern/heubisch-im-sz-interview-studienbeitraege-sind-sogar-eine-soziale-massnahme-1.1524638

  • Reckenfelderbäumer, M., & Kim, S. (2006). Hochschulmarketing 2010-Aktuelle Heraus-forderungen und Marketingansätze für deutsche Hochschulen. In R. Voss (Ed.), Hochschulmarketing, 2. Aufl: Köln.

    Google Scholar 

  • Soutar, G. F., & Turner, J. P. (2002). Students’ preferences for university: A conjoint analysis. International Journal of Educational Management, 16(1), 40–45.

    Google Scholar 

  • Sultan, P., & Wong, H. Y. (2013). Antecedents and consequences of service quality in a higher education context: A qualitative research approach. Quality Assurance in Education, 21(1), 70–95.

    Article  Google Scholar 

  • Statistisches Bundesamt. (2015). Anteil ausländischer Studierender an deutschen Hochschulen vom Wintersemester 1998/99 bis 2013/14. Accessed 3, 2015, from http://de.statista.com/statistik/daten/studie/222/umfrage/anteil-auslaendischer-studenten-an-hochschulen/

  • Stifterverband. (2010). Rolle und Zukunft privater Hochschulen in Deutschland. Essen: Verwaltungsgesellschaft für Wissenschaftspflege mbH.

    Google Scholar 

  • Tutt, L. (1997). Der Studienentscheidungsprozess: Informationsquellen, Informationswünsche und Auswahlkriterien bei der Hochschule. Duisburg: Fachbereich Wirtschaftswissenschaften der Gerhard-Mercator Universität.

    Google Scholar 

  • Ulrich, G., & Voss, R. (2010). Hochschul relationship marketing. Lohmar-Köln: Josef EUL Verlag GmbH.

    Google Scholar 

  • Voss, R. (2004). Lehrqualität und Lehrqualitätsmanagement an öffentlichen Hochschulen-Problematik, Konzepte und Empfehlungen für die Gestaltung derLehre. Hamburg: Kovac.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of Hamburg, Hamburg, Germany

    Stephen Platz

  2. Friedrich-Alexander-University, Erlangen, Nuremberg, Germany

    Dirk Holtbrügge

Authors
  1. Stephen Platz
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Dirk Holtbrügge
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. University of Ontario Institute of Technology, Oshawa, Canada

    Terry Wu

  2. University of Sydney, Sydney, New South Wales, Australia

    Vik Naidoo

Copyright information

© 2016 The Author(s)

About this chapter

Cite this chapter

Platz, S., Holtbrügge, D. (2016). Student Expectations and Experiences in Higher Education: A Comparison of State and Private Universities in Germany. In: Wu, T., Naidoo, V. (eds) International Marketing of Higher Education. Palgrave Macmillan, New York. https://doi.org/10.1057/978-1-137-54291-5_8

Download citation

  • DOI: https://doi.org/10.1057/978-1-137-54291-5_8

  • Published:

  • Publisher Name: Palgrave Macmillan, New York

  • Print ISBN: 978-1-137-54290-8

  • Online ISBN: 978-1-137-54291-5

  • eBook Packages: EducationEducation (R0)

Publish with us

Policies and ethics

Search

Navigation