ABSTRACT
The chapter recognises that the higher education market in Africa is heterogeneous, with different players across different countries on the continent. There are different expectations and marketing challenges, and with that understanding, this chapter does not provide a generalisable insight but is positioned as a theoretical paper which provides a foundation for future studies into understanding the higher education market in Africa. Recognising the increasingly important role that marketing is playing in student recruitment and brand awareness, this chapter provides a holistic understanding of the higher education market in Africa from a marketing perspective using the 7Ps of marketing, identifies key challenges within the market which presents strategic marketing implications and provides recommendation for managers and policymakers, which addresses the raised strategic marketing implications.
