Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 , Maringe, Felix and Hinson, Robert Ebo (2020) Emerging challenges, opportunities, and agenda for research, practice, and policy on marketing and brand communications of higher education institutions in Africa. In: Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 , Maringe, Felix and Hinson, Robert Ebo, (eds.) Strategic Marketing of Higher Education in Africa. Routledge Studies in Marketing . Routledge, Oxfordshire, UK. ISBN 978-0367336356

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Abstract

The higher education landscape is changing. The global competition for students’ enrolments has increased around the world. Universities are competing within their home market as well as in the international market. As government funding for public universities is reducing, there is pressure on universities to seek additional income by increasing their student enrolment. Attracting and enrolling students has become increasingly more challenging, as student behaviour is changing. These challenges present the need for higher education institutions to be more strategic in their approach to reaching out to prospective students. This concluding chapter on strategic marketing of higher education in Africa presents practical implications and critical insights into strategic marketing and brand communications of higher education institutions in Africa. Agenda for future research were also provided. It is anticipated that this will shape further discussion and theoretical advancement which will be relevant for scholars, students, managers, practitioners, and policymakers in the field of higher education marketing.

Item Type:	Book Section
Uncontrolled Keywords:	marketing, brand communications, higher education institutions, universities, Africa, conclusion, edited book
Subjects:	H Social Sciences > HB Economic Theory L Education > LB Theory and practice of education
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	18 Aug 2021 01:38
URI:	http://gala.gre.ac.uk/id/eprint/26173

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