This research project intends to analyse the motives of freshmen at the University of Hannover as well Aas of freshmen, who got a university place there but have decided in favour of another university, to select a specific university, differentiated by regional and other determinants. A written survey and an online survey from the 2nd half of 2007 serve as the empirical basis including about 4,000 cases. Primary goal of this project is to identify university-specific and/or Hannover-specific reasons, which led to the acceptance or the refusal of a university place. The empirical anaylsis of the individual motives, the knowledge of the freshmen concerning the university and the city as well as of the images of the University of Hannover should help to develop suggestions for a new marketing concept of the University of Hannover.

Presentations to Scientific Audiences:

• Sternberg, R.: Motive der Studienortwahl von Erstsemestern der Leibniz Universität Hannover. Präsidiumsrunde der Leibniz Universität Hannover. Hannover 18.06.2008.