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Student university choice making in Africa: emerging challenges, opportunities and agenda for research, practice and policy

Student university choice making in Africa: emerging challenges, opportunities and agenda for research, practice and policy

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842, Maringe, Felix and Hinson, Robert Ebo (2019) Student university choice making in Africa: emerging challenges, opportunities and agenda for research, practice and policy. In: Mogaji, Emmanuel ORCID: 0000-0003-0544-4842, Maringe, Felix and Hinson, Robert Ebo, (eds.) Higher Education Marketing in Africa - Explorations on Student Choice. Springer, Cham, Switzerland. (In Press)

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Abstract

Understanding how student decides which University is important, more like understanding the consumer behaviour in order to develop the strategic marketing communications to engage with the students. The expectations of students are changing and importantly communicating with them is evolving. Irrespective of the type of university, there are marketing challenges as they engage with students who have choices to make about which university to attend. In the competitive higher education market, developing strategies to reflect the decision making proves of the students is important for any University that wants to remain viable and attract partnership and global recognition. This concluding chapter on explorations on Student Choice in Africa presents practical implication and critical insights into factors influencing students’ choice of higher institution 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: Africa, student choice, research agenda, marketing, higher education
Subjects: H Social Sciences > HB Economic Theory
L Education > LB Theory and practice of education
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 10 Dec 2019 13:12
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/26160

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