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Higher Education Marketing in Africa - Explorations on Student Choice

Higher Education Marketing in Africa - Explorations on Student Choice

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842, Maringe, Felix and Hinson, Robert Ebo (eds.) (2019) Higher Education Marketing in Africa - Explorations on Student Choice. Springer, Cham, Switzerland. (In Press)

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Providing theoretical and practical insight into the marketing education in Africa, this contributed volume explores the key players, challenges and policies affecting higher education in Africa, their marketing strategies and the students’ selection process. In particular this volume focuses on the competition for students in a market with increasing demands. With the growing number of student enrolment, the public sector inability to meet the ever increasing demands and new private universities springing up, there is increasing market competition. It is essential for Universities to identify their market and effectively communicate their messages. Theoretical research in understanding students’ choice and universities' marketing strategies has been enormous across Europe and America. However, the understanding of higher education in Africa’s context has not been expanded. This highlights many research gaps this edited book aims to fill. While acknowledging the regional differences in Africa, this book offers empirical insight into the higher education market across the Continent.

Item Type: Edited Book
Uncontrolled Keywords: marketing, student choice, higher education, Africa, factors, influence
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: 10 Dec 2019 12:19

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