Topic 1: Deciding on a University: The Role of Others Today young people wanting to enter into a University education are faced with a myriad of choices. There are Universities that cater to all, whether it is attending in person, or studying online. Further, overseas and interstate Universities are enticing young consumers into their programs offering incentives. However, for such a complex and important decision, it is likely that young people are also influenced by others. In particular, parents/guardians or significant others may have a role to play in the decision making process, and may consider other factors such as how to ensure the quality of the education, or the likelihood of the student having a job at the end of their time at University, hence setting them up for a successful future. The challenge for Universities lies in communicating with both the primary audience (students) and the secondary audience (parents/guardians, or significant others) about the benefits of an education at their Institution.