DECISION CRITERIA IN CHOOSING THE UNIVERSITY

A university competes not only with universities accredited at national level, but also with universities offering educational services in different countries around the world, especially in the European Union. To attract candidates, universities need to understand how prospective students are analyzing, evaluating, selecting and deciding when they choose to pursue a university program. The ability to understand those who have chosen to go through a particular study program is a must for a contemporary university. But the choice of a university is influenced by a number of factors: study fees, family, group of friends, colleagues, professional requirements. The paper aims to identify the criteria students consider when choosing university and the sources from which they inform about the programs offered by the university.