Mogaji, Emmanuel ORCID: https://orcid.org/0000-0003-0544-4842, Maringe, Felix and Hinson, Robert Ebo (2020) Understanding the market in higher education in Africa. In: Mogaji, Emmanuel ORCID: https://orcid.org/0000-0003-0544-4842, Maringe, Felix and Hinson, Robert Ebo, (eds.) Understanding the Higher Education Market in Africa. Routledge Studies in Marketing . Routledge, Oxfordshire, UK. ISBN 978-0367344382

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Abstract

Marketisation is the application of economic theory to the practice of higher education. This is based on the fundamental notion of the primacy of the market as a tool for business and strategic decisions. The market is the primary unit of focus as it determines supply and demand, while the ultimate goal is the maximisation of productivity and profit margins. However, there are persistent arguments against the marketisation of higher education. The commercialisation or commodification of education and its transactionalisation as a good to be sold by universities and purchased by students is probably the most prominent critics. The chapter theoretically explored the notion of marketisation and its growth on the African continent and discussed the six conceptual ideas had become well developed in the marketisation of higher education in order to provide a backdrop for the work covered in the subsequent chapters of this book. The concluding section of the chapter provides an overview of the chapters in the book.

Item Type:	Book Section
Uncontrolled Keywords:	marketisation, marketing communication, branding, higher education, universities, Africa, edited book, introduction
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 Sep 2021 01:38
URI:	http://gala.gre.ac.uk/id/eprint/26184

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