ABSTRACT
Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making.
The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management.
The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.
TABLE OF CONTENTS
chapter 1|8 pages
Introduction
part I|67 pages
Marketisation in African universities
chapter 3|19 pages
An integrative model for marketing higher education in Africa
chapter 4|14 pages
Digital marketing of higher education marketing in Africa
chapter 5|17 pages
Exploring the harmful effect of informational dissonance on students’ recruitment
part II|81 pages
Digital marketing strategies
chapter 8|20 pages
Social media for universities’ strategic communication
part III|62 pages
Branding and reputation management
part IV|31 pages
Moving from research to practice