Many university administrators, academics and marketers expend time and financial resources promoting postgraduate study options, yet scant scholarly research has addressed students' attraction to postgraduate study. This study examines awareness and knowledge of, and intentions to pursue postgraduate study from the perspective of current undergraduate students. A survey of 340 first, second and third year business/management students revealed no statistically significant differences between the cohort years, revealing opportunities for universities to disseminate important aspects of postgraduate study at appropriate times. The significant link between the university's promotion of postgraduate study and students' intentions to progress to postgraduate study is demonstrated through structural equation modelling. Implications for practice are addressed.