ABSTRACT
There is growing competition amongst higher education institutions, and they are increasing their marketing and advertising budgets to reach out to prospective students. It is an indisputable fact that using the right marketing tools and communication means to promote the university brands has a significant role to play in attracting attention to the institution. While some higher education institutions still report success in some traditional marketing techniques, such as open days, there are still challenges in adopting digital marketing communications in marketing African universities. Even though challenges with technology adoption in Africa are recognised, there are still opportunities to develop and implement digital communication strategies. This chapter identifies and explores the critical challenges of higher education marketing in Africa and provide recommendation for university marketing managers and administrators and policymakers, which addresses the identified challenges. This study offers both theoretical and managerial implications for academic researchers and university managers, which addresses effective planning, customer relationship management, and widening participation for students.
