ABSTRACT
With higher education institutions (HEIs) around the world behaving more like corporations, there is a lack of understanding about the marketing strategies of private universities in Africa, especially the Islamic private universities in Africa. This study aims to fill that gap by conceptualising Islamic higher education marketing as a common ground between three key themes. First, Islamic marketing recognises marketing strategies of Islamic product and services to Muslims and non-Muslims while respecting Islamic values and ideologies. Second, Islamic higher education recognises the contribution of the religions towards education and human resources development. Third, marketing higher education recognises the need for universities to adopt marketing communication strategies in the face of marketisation challenges of higher education. The chapters conclude that given the extent of world’s Muslim population, prominence of Islam and the competitive higher education market, it is essential for Islamic private universities to tap into this market dynamics and position themselves to reach out to prospective students who might be looking at attending universities with inherent Islamic values. The study offers theoretical and managerial implication which will inspire further interest in marketing Islamic private universities in Africa and provide a basis for sound management decisions and stimulate new ideas for future research.
