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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26147 MOGAJI_Higher_Education_Marketing_In_Africa_(Front)_2019.pdf - Supplemental Material Restricted to Repository staff only Download (71kB) | Request a copy |
Abstract
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 |
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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 |
URI: | http://gala.gre.ac.uk/id/eprint/26147 |
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