Understanding students’ perception of value

perspectives from partner college students studying business management degrees in the UK

Abstract

Using both the education and marketing literature, this article outlines the successive United Kingdom governments’ focus on student choice. The changes to the student fee arrangements and the empowerment of students have offered a new space for assertive students in higher education, who continue to seek value-for-money in their educational choice. In this context, this article examines the concept of perceived value and the process by which students evaluate value from their study experiences. Using three focus group studies and five in-depth interviews conducted with partner college students and graduates in the United Kingdom, this article provides evidence to functional values in education.