Marketing the University to Student-Athletes: Understanding University Selection Criteria

ABSTRACT

As competition for top athletes intensifies, and as challenges associated with recruitment increase, universities must develop and employ recruiting strategies based upon attributes that student-athletes identify as important to their decision-making process. The study investigates college choice decision attributes of student-athletes, identifies key choice criteria, and examines gender and ethnicity issues related to student-athlete college choice. Three of the four decision attributes identified as being most important focused on academic characteristics of the university. Male student-athletes placed a higher value on athletic characteristics of the university as compared to female student-athletes, and females placed a higher value on academic characteristics as compared to male student-athletes.

KEYWORDS:

• Student-athlete recruiting
• student-athlete college choice criteria