This book offers theoretical and practical insights into the marketing of higher education in Africa. It explores the key players, challenges and policies affecting higher education across the continent, their marketing strategies and the students' selection process.
This book offers theoretical and practical insights into the marketing of higher education in Africa. It explores the key players, challenges and policies affecting higher education across the continent, their marketing strategies and the students' selection process.
Emmanuel Mogaji holds a PhD in marketing, and he is a Lecturer in Advertising and Marketing Communications at the University of Greenwich, a Fellow of the Higher Education Academy (HEA) and a Certified Management & Business Educator (CMBE). Felix Maringe is a Professor, Head of Wits School of Education and Research and Assistant Dean Internationalisation and Partnerships at the University of the Witwatersrand. He is also a Visiting Fellow within Southampton Education School at the University of Southampton. Robert Ebo Hinson is a Professor and a past Head of the Department of Marketing & Entrepreneurship at the University of Ghana Business School. Professor Hinson has been a consultant to several local and international institutions in Ghana.
Inhaltsangabe
Introduction 1. Understanding the Market in Higher Education in Africa Theme 1: Private and Government Involvement 2. Public vs Private Universities in Nigeria: Market Dynamics Perspective 3. Government Policies on Education in Africa 4. Addressing the Challenges of Higher Education in Africa: The role of African Governments, African Development Bank, and Business Corporations Operating in Africa 5. Towards an Understanding of Islamic Private Universities in Africa. Theme 2: Students and Staff as Stakeholders 6. Partnerships with Universities in South Africa: Challenges and Opportunities for Student and Staff Mobility 7. Marketing Higher Education: Creating value for refugee students 8. Marketing Higher Education Through Work-Readiness Programmes Theme 3: Positioning for Added Advantage 9. Paving the Way for World Domination: Analysis of African Universities' Mission Statement 10. Typology of Nigeria Universities: A Strategic Marketing and Branding Implication 11. University League Tables and Ranking Systems in Africa: Emerging Prospects, Challenges and Opportunities Theme 4: Marketing Strategies for Universities 12. Training the Marketers for Implementing New Marketing Strategy: A Case from the University of Ghana. 13. Marketing mix in a heterogenous Higher Education Market: A Case of Africa 14. Marketing Muslim Universities: Challenges and Opportunities with Specific Reference to the African Case Conclusion 15. Marketisation in higher education in Africa: new directions for a decolonising continent
Introduction 1. Understanding the Market in Higher Education in Africa Theme 1: Private and Government Involvement 2. Public vs Private Universities in Nigeria: Market Dynamics Perspective 3. Government Policies on Education in Africa 4. Addressing the Challenges of Higher Education in Africa: The role of African Governments, African Development Bank, and Business Corporations Operating in Africa 5. Towards an Understanding of Islamic Private Universities in Africa. Theme 2: Students and Staff as Stakeholders 6. Partnerships with Universities in South Africa: Challenges and Opportunities for Student and Staff Mobility 7. Marketing Higher Education: Creating value for refugee students 8. Marketing Higher Education Through Work-Readiness Programmes Theme 3: Positioning for Added Advantage 9. Paving the Way for World Domination: Analysis of African Universities' Mission Statement 10. Typology of Nigeria Universities: A Strategic Marketing and Branding Implication 11. University League Tables and Ranking Systems in Africa: Emerging Prospects, Challenges and Opportunities Theme 4: Marketing Strategies for Universities 12. Training the Marketers for Implementing New Marketing Strategy: A Case from the University of Ghana. 13. Marketing mix in a heterogenous Higher Education Market: A Case of Africa 14. Marketing Muslim Universities: Challenges and Opportunities with Specific Reference to the African Case Conclusion 15. Marketisation in higher education in Africa: new directions for a decolonising continent
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