Strategic Marketing of Higher Education in Africa (eBook, PDF)

Redaktion: Mogaji, Emmanuel; Hinson, Robert Ebo; Maringe, Felix

• Format: PDF

Produktbeschreibung

Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing and student choice-making.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 274
• Erscheinungstermin: 20. Januar 2020
• Englisch
• ISBN-13: 9781000027426
• Artikelnr.: 58536318

Autorenporträt

Emmanuel Mogaji holds a PhD in Marketing, and he is a Lecturer in Advertising and Marketing Communications at the University of Greenwich, and 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 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 an Extraordinary Professor at the School of Business and Governance, North West University, South Africa. He is also Head of the Department of Marketing and Entrepreneurship at the University of Ghana and Acting Director of Institutional Advancement at the same university.

Inhaltsangabe

Introduction 1 Strategic Marketing Communications of African Universities:
An Introduction to Edited Collection. Theme 1: Marketization in African
universities 2 Marketization in African universities in an era of
decolonization: continuities and discontinuities 3 An integrative Model for
Marketing Higher Education in Africa: Branding beyond survival for
posterity 4 Digital Marketing of Higher Education Marketing in Africa:
Challenges, Prospects and Opportunities. 5 Exploring the harmful effect of
informational dissonance on students' recruitment. A Moroccan case study.
Theme 2: Digital Marketing Strategies 6 Higher Education Marketing
Communications in the Digital Era 7 Social Media for Universities'
Strategic Communication 8 Social Media for Universities' Strategic
Communication: How Nigerian Universities uses Facebook 9 Digital Marketing
Communication Strategies for Private Universities in South Western Nigeria
Theme 3: Branding and Reputation Management 10 University Reputation
Management 11 Analysis of African Universities' Corporate Visual Identities
12 Leveraging University's Value through Branding. Theme 4: Moving from
research to practice. 13 Marketing Higher Education in Africa: Moving from
research to practice. Conclusion 14 Emerging Challenges, Opportunities and
Agenda For Research, Practice And Policy On Strategic Marketing Of Higher
Education In Africa: A Conclusion To Edited Collection