Behind higher education decisions: Estonian students' take on choosing higher education institute and speciality

The competition between universities for qualified students has gradually increased, at the same time, the number of students acquiring higher education is dropping. In this article, the authors analyse what factors are decisive for those entering higher education when it comes to choosing a speciality/curriculum and higher education institution. For this purpose, a brief study was conducted in October 2021 and a total of 38 students from different Estonian universities and colleges were interviewed. Based on the interviews, the authors conclude that the choice of higher education institution is subjective and marketing higher education is therefore complex. The most effective external way of shaping the selection is considered to be face-to-face marketing, including the student shadow program, doors open days, and joint fairs of universities.