Skip navigation

Minding the gap: an assessment of the quality of course information available on the websites of African universities

Minding the gap: an assessment of the quality of course information available on the websites of African universities

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842, Amarachukwu, Anyogu and Wayne, Thomas (2019) Minding the gap: an assessment of the quality of course information available on the websites of African universities. 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)

[img] PDF (Author's Accepted Chapter)
26164 MOGAJI_Assessment_Of_The_Quality_Of_Course_Information_Of_African_Universities_(AAM)_2019.pdf - Accepted Version
Restricted to Repository staff only

Download (1MB) | Request a copy

Abstract

Deciding which university to attend and what course to study are essential choices for prospective students. Given Universities’ websites have been considered a vital source of information for prospective students, this study explores the quality and quantity of information about undergraduate programs available in African Universities. The study adopts the ALARA Model of Information Search on website, a novel methodology, which brings together case study research, stakeholder roleplay and netnography. Taking the role of a prospective student, the research explores the availability, location, accessibility, relatability and actionability (ALARA) of information provided on University websites. The study found that prospective students are short-changed as the Universities are not providing enough information for them to decide. More than 70 per cent of the best Universities in Africa did not provide any information for their prospective students about the programs they intend to study. The study offers both theoretical and managerial implication. It extends knowledge about marketing higher education, understanding student information search. The study also highlights implication for University Managers, Academic staff, Marketing Communication Team, Information and Communications Team and other teams responsible for developing and updating the Universities’ website with current and relevant information about the programs offered by the University.

Item Type: Book Section
Uncontrolled Keywords: information, students, website, ALARA, Africa, universities, marketing, course information
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 13:05
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/26164

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year

View more statistics