ABSTRACT
Marketing managers of higher education institutions need to acknowledge the trends that have changed the landscape for higher education marketing. African universities must make an effort to integrate their marketing communications to reach prospective students and other stakeholders. The best of Africa’s universities, probably those in the top 500 in the world, can also form a consortium to develop campuses in other emerging markets of the world, such as China and India in Asia, Mexico in North America, Turkey in Europe, and Brazil in South America. Trained and qualified human resources, who possess the sophisticated know-how that will determine where resources should be deployed immediately in the universities’ marketing plans, are needed within the team. The task of building brand applies to both established universities which need to build their existing brands, and also new universities with new brands that need to be developed.
