Abstract 

Education is one of the core elements that contribute to the holistic development of a person. Higher education further develops a person’s knowledge, skill and character by going through a learning process. Higher education is becoming more competitive in recent years due to individuals need to empower themselves, harsh economy, tight measures of getting employment and reductions in government funding and higher student fees. As the nature of the environment grows more competitive, the role of marketing, previously non-existent in most universities, has grown significantly. One of the key pieces of information that would assist a university’s marketing effort is an understanding of what determines a student’s university preference. The purpose of this study is to establish the factors that influence the choice of specialization of MBA courses by Students at Institutions of Higher Learning in Kenya. The population for this study consists of 860 MBA students from the universities in Nyeri County where random sampling of students will be sampled from each university. Random sampling of students will be used from each university that offers the MBA program. The respondents consist of MBA students. The research instrument to be relied on for primary data collection will be a structured questionnaire that has both open ended and closed questions. The data type to be collected here will be primary data. The questionnaire will be administered using drop and pick later method. The data gathered is aimed at offering sufficient information identify the factors influencing the choice of Specialization of MBA Courses by Students at Institutions of Higher Learning in Nyeri County. Data collected will be edited for accuracy, consistency, uniformity and completeness where the results will be presented in tables, graphs and charts.