1st Edition

Strategic Marketing of Higher Education in Africa

Edited By Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson Copyright 2020
    276 Pages 13 B/W Illustrations
    by Routledge

    274 Pages 13 B/W Illustrations
    by Routledge

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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.

    Introduction  1 Strategic Marketing Communications of African Universities: An Introduction to Edited Collection. Theme 1: Marketization in African universities  2 Marketization in African universities in an era of decolonization: continuities and discontinuities  3 An integrative Model for Marketing Higher Education in Africa: Branding beyond survival for posterity  4 Digital Marketing of Higher Education Marketing in Africa: Challenges, Prospects and Opportunities.  5 Exploring the harmful effect of informational dissonance on students’ recruitment. A Moroccan case study.  Theme 2: Digital Marketing Strategies  6 Higher Education Marketing Communications in the Digital Era  7 Social Media for Universities’ Strategic Communication  8 Social Media for Universities’ Strategic Communication: How Nigerian Universities uses Facebook  9 Digital Marketing Communication Strategies for Private Universities in South Western Nigeria  Theme 3: Branding and Reputation Management  10 University Reputation Management  11 Analysis of African Universities’ Corporate Visual Identities  12 Leveraging University’s Value through Branding.  Theme 4: Moving from research to practice.  13 Marketing Higher Education in Africa: Moving from research to practice.  Conclusion  14 Emerging Challenges, Opportunities and Agenda For Research, Practice And Policy On Strategic Marketing Of Higher Education In Africa: A Conclusion To Edited Collection


    Emmanuel Mogaji holds a PhD in Marketing, and he is a Lecturer in Advertising and Marketing Communications at the University of Greenwich, and a Fellow of the Higher Education Academy (HEA) and a Certified Management & Business Educator (CMBE).

    Felix Maringe is a Professor, Head of Wits School of Education Research, and Assistant Dean Internationalisation and Partnerships at the University of the Witwatersrand. He is also a Visiting Fellow within Southampton Education School at the University of Southampton

    Robert Ebo Hinson is an Extraordinary Professor at the School of Business and Governance, North West University, South Africa. He is also Head of the Department of Marketing and Entrepreneurship at the University of Ghana and Acting Director of Institutional Advancement at the same university.