Strategic Marketing of Higher Education in Africa

Strategic Marketing of Higher Education in Africa
Author: Emmanuel Mogaji
Publisher: Routledge
Total Pages: 234
Release: 2020-01-20
Genre: Business & Economics
ISBN: 1000027880

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Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.

Higher Education Marketing in Africa

Higher Education Marketing in Africa
Author: Emmanuel Mogaji
Publisher: Springer Nature
Total Pages: 424
Release: 2020-05-20
Genre: Business & Economics
ISBN: 3030393798

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This book explores the key players, challenges and policies affecting higher education in Africa. It also explores the marketing strategies and the students’ selection process, providing theoretical and practical insights into education marketing in Africa. In particular, it focuses on the competition for students. The growing number of student enrolments, the public sector’s inability to meet the ever-increasing demands and new private universities springing up mean that it is essential for universities to identify their market and effectively communicate their messages. Although there has been substantial theoretical research to help shed light on students’ choices and universities' marketing strategies, little work has been undertaken on higher education in the African context. Filling that gap in the research, while at the same time acknowledging the regional differences in Africa, this book offers empirical insights into the higher education market across the continent.

Understanding the Higher Education Market in Africa

Understanding the Higher Education Market in Africa
Author: Emmanuel Mogaji
Publisher: Routledge
Total Pages: 303
Release: 2020-03-06
Genre: Business & Economics
ISBN: 1000048241

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This book offers theoretical and practical insights into the marketing of higher education in Africa. It explores the key players, challenges and policies affecting higher education across the continent; their marketing strategies and the students’ selection process. While acknowledging the vast size of the continent, this book aims to provide an understanding of the dynamics of higher education in Africa. This book recognises the private and government involvement in higher education provision and students and staff as stakeholders in the marketisation process. Strategic efforts are directed by universities to attract prospective students. This book further addresses issues such as the responses of higher education sectors to the notion of markets and marketing; consumerism and competition in higher education in Africa; conceptions of the commodification of higher education in Africa; and the dominance of Western epistemologies and their influence in transforming higher education sectors. Students as consumers in increasingly marketised higher education sectors in Africa are also discussed. Though primarily for marketing students and academic researchers, the book's feature of blended theoretical and practical knowledge means that it will also be of interest to marketing practitioners and university managers.

Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices

Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices
Author: Tripathi, Purnendu
Publisher: IGI Global
Total Pages: 388
Release: 2013-05-31
Genre: Business & Economics
ISBN: 1466640154

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Although higher education institutes are not typically thought of as a business, colleges and universities utilize marketing strategies in order to compete for students. Information and communication technologies have enhanced and changed the nature and context of communication exchange, allowing for a broader range of competition. Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices provides different aspects of marketing management and technological innovations in all parts of education, including K-12, non-formal, and distance education. Highlighting research studies, experiences, and cases on educational marketing, this book is essential for educational planners, administrators, researchers, and marketing practitioners involved in all aspects of educational development.

Universities and Economic Development in Africa

Universities and Economic Development in Africa
Author: Nico Cloete
Publisher: African Books Collective
Total Pages: 112
Release: 2011-04-01
Genre: Education
ISBN: 1920355839

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Universities and economic development in Africa: Pact, academic core and coordination draws together evidence and synthesises the findings from eight African case studies. The three key findings presented in this report are as follows: 1. There is a lack of clarity and agreement (pact) about a development model and the role of higher education in development, at both national and institutional levels. There is, however, an increasing awareness, particularly at government level, of the importance of universities in the global context of the knowledge economy. 2. Research production at the eight African universities is not strong enough to enable them to build on their traditional undergraduate teaching roles and make a sustained contribution to development via new knowledge production. A number of universities have manageable student-staff ratios and adequately qualifi ed staff, but inadequate funds for staff to engage in research. In addition, the incentive regimes do not support knowledge production. 3. In none of the countries in the sample is there a coordinated effort between government, external stakeholders and the university to systematically strengthen the contribution that the university can make to development. While at each of the universities there are exemplary development projects that connect strongly to external stakeholders and strengthen the academic core, the challenge is how to increase the number of these projects. The project on which this report is based forms part of a larger study on Higher Education and Economic Development in Africa, undertaken by the Higher Education Research and Advocacy Network in Africa (HERANA). HERANA is coordinated by the Centre for Higher Education Transformation in South Africa.

Development of Higher Education in Africa

Development of Higher Education in Africa
Author: Alexander W. Wiseman
Publisher: Emerald Group Publishing
Total Pages: 519
Release: 2013-10-21
Genre: Education
ISBN: 1781906998

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This volume of the International Perspectives on Education and Society series investigates the challenges and prospects for higher education in Africa, especially issues of development, expansion, internationalization, equity, and divergence.

New Strategies in Higher Education Marketing

New Strategies in Higher Education Marketing
Author: James A Burns
Publisher: Routledge
Total Pages: 192
Release: 2012-10-12
Genre: Business & Economics
ISBN: 1136582495

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With rising financial difficulties and declining enrollments, many colleges and universities are finding that they need new and better ways to present and promote themselves to potential students and the general public. New Strategies in Higher Education Marketing contains practical, “how-to” applications of marketing thought and theory for the higher education environment. Written by practitioners for practitioners, this valuable book offers new viewpoints, tools, and creative ways to solve potentially devastating problems through the implementation of marketing. Each chapter is application oriented and cases and situations common to most universities and colleges are discussed to illustrate marketing strategies and techniques to make them more easily understood and readily usable. New Strategies in Higher Education Marketing is divided into four sections: Strategy Research and Promotion Enrollment Services Development. It includes informative chapters on topics including perceptions and proper application of marketing in higher education; fund raising; public relations; coordination of intra-organizational efforts; techniques and methods of gathering information and data; and the challenge and management of student enrollment. Directors, presidents, vice-presidents, and others responsible for or interested in the marketing of a college or university will find a wealth of highly practical information in this book.

Higher Education in Africa

Higher Education in Africa
Author: Damtew Teferra
Publisher: African Books Collective
Total Pages: 614
Release: 2008
Genre: Education
ISBN: 9988589409

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The first of its kind, this book documents and analyzes the international dimension of higher education in Africa based on country case-studies and a consideration of relevant historical and contemporary themes. It identifies trends, developments, and challenges related to the international dimension of higher educational at the institutional, national, and regional levels. It explores the institutional the opportunities and probes the risks while it responds to the growing need for information and analysis of internationalization of higher education in Africa. On the basis of this book project, an effort is underway to establish the African Network for Internationalization of Education (ANIE). This network aims to develop research capacity and expertise to meet the professional and practical needs of individuals, institutions and organizations interested in the international dimension of higher education in Africa.

The Challenge of Change in Africa's Higher Education in the 21st Century

The Challenge of Change in Africa's Higher Education in the 21st Century
Author: Kenneth Kaoma Mwenda
Publisher: Cambria Press
Total Pages: 360
Release: 2009
Genre: Education
ISBN: 1604976101

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The Challenge of Change in Africa's Higher Education in the 21st Century brings the reader face to face with the mega challenges and key opportunities in Africa's higher education sector in the twenty-first century. Mwenda and Muuka are two of Africa's emergent scholars, with 20 published books and over 100 articles published in peer-reviewed journals between them as of 2008. Authors who are diverse in their knowledge and experience of the complexities of education in Africa join Mwenda and Muuka in this treatise, which traverses the higher education milieu on the continent from Cape Town in South Africa to Lagos in Nigeria. Stated simply, those who have long called for a new generation of scholars on education in Africa will find a healthy and refreshing answer in The Challenge of Change in Africa's Higher Education in the 21st Century. The motivation for this book was the editors' recognition of gaps in the current understanding of higher education in Africa. The book has clear advantages and defining features over other books on higher education on the continent in the following respects. The Challenge of Change in Africa's Higher Education in the 21st Century is a book written from and with twenty-first century realities, making it a significant addition to the continuing and urgent search for solutions to the continent's development dilemma. It is therefore critical reading and research material for many stakeholders including students, professors, universities, and research libraries on the one hand and higher education ministries in Africa on the other. The role of international development agencies and non-governmental organizations towards enhancement of higher education in Africa cannot be overemphasized.

Knowledge Production and Contradictory Functions in African Higher Education

Knowledge Production and Contradictory Functions in African Higher Education
Author: Cloete, Nico
Publisher: African Minds
Total Pages: 314
Release: 2015-03-01
Genre: Education
ISBN: 1920677852

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Reviews "This volume brings together excellent scholarship and innovative policy discussion to demonstrate the essential role of higher education in the development of Africa and of the world at large. Based on deep knowledge of the university system in several African countries, this book will reshape the debate on development in the global information economy for years to come. It should be mandatory reading for academics, policy-makers and concerned citizens, in Africa and elsewhere.” Manuel Castells, Professor Emeritus, University of California at Berkeley, Laureate of the Holberg Prize 2012 and of the Balzan Prize 2013 "The dominant global discourse in higher education now focuses on ‘world-class’ universities – inevitably located predominantly in North America, Europe and, increasingly, East Asia. The rest of the world, including Africa, is left to play ‘catch-up’. But that discourse should focus rather on the tensions, even contradictions, between ‘excellence’ and ‘engagement’ with which all universities must grapple. Here the African experience has much to offer the high-participation and generously resourced systems of the so-called ‘developed’ world. This book offers a critical review of that experience, and so makes a major contribution to our understanding of higher education.” Sir Peter Scott, former editor of Times Higher Education and Professor of Higher Education Studies, University College London, Institute of Education