Understanding the Higher Education Market in Africa  book cover
1st Edition

Understanding the Higher Education Market in Africa

ISBN 9780367344382
Published March 5, 2020 by Routledge
330 Pages 18 B/W Illustrations

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Book Description

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.

Table of Contents

Introduction  1. Understanding the Market in Higher Education in Africa  Theme 1: Private and Government Involvement  2. Public vs Private Universities in Nigeria: Market Dynamics Perspective  3. Government Policies on Education in Africa  4. Addressing the Challenges of Higher Education in Africa: The role of African Governments, African Development Bank, and Business Corporations Operating in Africa  5. Towards an Understanding of Islamic Private Universities in Africa.  Theme 2: Students and Staff as Stakeholders  6. Partnerships with Universities in South Africa: Challenges and Opportunities for Student and Staff Mobility  7. Marketing Higher Education: Creating value for refugee students  8. Marketing Higher Education Through Work-Readiness Programmes  Theme 3: Positioning for Added Advantage  9. Paving the Way for World Domination: Analysis of African Universities' Mission Statement  10. Typology of Nigeria Universities: A Strategic Marketing and Branding Implication  11. University League Tables and Ranking Systems in Africa: Emerging Prospects, Challenges and Opportunities  Theme 4: Marketing Strategies for Universities  12. Training the Marketers for Implementing New Marketing Strategy: A Case from the University of Ghana.  13. Marketing mix in a heterogenous Higher Education Market: A Case of Africa  14. Marketing Muslim Universities: Challenges and Opportunities with Specific Reference to the African Case  Conclusion  15. Marketisation in higher education in Africa: new directions for a decolonising continent

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Emmanuel Mogaji holds a PhD in marketing, and he is a Lecturer in Advertising and Marketing Communications at the University of Greenwich, 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 and 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 a Professor and a past Head of the Department of Marketing & Entrepreneurship at the University of Ghana Business School. Professor Hinson has been a consultant to several local and international institutions in Ghana.


"The African market for Higher Education is expanding fast and the need for a text that addresses challenges and opportunities in marketization of African HE is overdue. This book is a welcome step in understanding African HE marketing." — Chris Chapleo,  Bournemouth University, UK