Phygital Onboarding and Institutional Choice: A Thematic Study of Generation Z’s Perceptions in Postgraduate Management Education

Generation Z, postgraduate education, phygital onboarding, thematic analysis, higher education decision-making, student engagement

This qualitative study investigates the aspirations and decision-making processes of Generation Z students in selecting postgraduate management institutions, with a specific focus on onboarding experiences that integrate both digital and physical i.e. phygital elements. Drawing on semi-structured interviews and focus groups with undergraduate students in Pune, India, the study applies reflexive thematic analysis to identify key themes. Five overarching themes emerged: Career-Centric Motivations, Digital and Phygital Integration, Peer-Based Information Ecosystems, Institutional Value Signals, and Experiential Learning Expectations. The findings reveal that Generation Z students prioritize personalized, value-aligned, and technologically rich educational experiences. Phygital onboarding, when effectively executed, plays a critical role in shaping their engagement and institutional choice. The study concludes with implications for education leaders and curriculum designers seeking to develop inclusive, tech-enabled, and career-oriented onboarding strategies.