ABSTRACT
There is a growing emphasis on the need for higher education institutions to assist their graduates with skills that will enhance their employability, employment and entrepreneurial paths given the current state of the global economy. Consequently, the University of Namibia (UNAM) has initiated a work-readiness programme in order to make its graduates work-ready, career-fit and employable upon completion of their graduate courses. The purpose of this chapter is to highlight the significance of work-readiness in marketing higher education to students and prospective local and international employers in the context of the University of Namibia. The chapter’s findings relied on a quantitative study to gain insights from students and potential employers on the work-readiness of UNAM’s graduates. The study findings have implications on higher education systems in Africa and further suggest that the “business as usual” mode of operation that has characterised higher education institutions will only produce unmarketable and frustrated graduates who will one day stand up to condemn the existence of universities in general, thus throwing out the baby with the bath water. Thus, this study revealed that work-readiness programmes influence employers’ and students’ choices of universities.
