Value creation at the pre-selection stage of university study destination : Perspectives of academics, marketing professionals and students in UK HE

Samaradivakara, Chandrani and Komljenovic, Janja and Budd, Richard (2026) Value creation at the pre-selection stage of university study destination : Perspectives of academics, marketing professionals and students in UK HE. PhD thesis, Lancaster University.

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Abstract

With the marketisation of UK HE, grants for universities have been remained largely unchanged over a decade, producing increased competition. Therefore, universities must find ways to create value to attract students. Factors influencing students potential university choice is well researched. While value is attracting increasing research interest in HE, minimal research has been conducted into value creation at the stage before students have chosen their university, the focus of this study. Deploying Ballantyne and Varey’s (2006) value creation model, this research used 32 semi-structured interviews, across 12 UK universities among 3 groups – senior marketing professionals, academics involved in student recruitment and students. Key findings: The universities offer value propositions, integrating choice factors which potential undergraduates then evaluate to see which best delivers the outcomes they seek. Participants conceive of value as transforming lives by undertaking a degree. Regarding value creation activities, the research shows that relationships are developed between academics and students’, influencing their decision to study at that particular university. The relationship between academics and marketing professionals is tested by academic desire to play a greater role in designing the value proposition for potential students. On communication between the university and students there is primarily one-way. However, this is sufficient at the pre-selection stage because although students enact consumer behaviour in assessing university offers, they do not have neo-liberal consumer expectations. That could be a missed opportunity for institutions. There is two-way rather than dialogic communication between marketing professionals and academics, missing an opportunity to gather insights that could enhance the value proposition. The study shows that both tacit and explicit knowledge are used but explicit is more dominant. Trust plays a mediating role within and between value creating activities. Even when there is a value creating activity that is only partially working, trust bridges the gap. The study concludes that Ballantyne and Varey’s (2006) model can be applied to HE, generating insights and highlighting limits. There are opportunities to create and enhance value for potential students. The research establishes the importance of relationships internally and with potential students. Enhanced communication between university staffing groups could lead to more effective knowledge sharing.