ABSTRACT
As a result of globalisation and commercialisation, market practices have been blamed for invading higher education. Unfortunately, in Africa, the challenge facing these institutions is not the invasion but the failure to engage the appropriate marketing practices for preserve of the future. This chapter is part of an ongoing PhD study which sought to understand the changing higher education value system through deans’ experiences in a corporatised higher education environment at a selected university in Uganda. Purposeful and snowball sampling was used to select 14 deans. Data were collected using a modified biographical narrative integrative method and analysed using Kelchterman’s two-phase process. First, two comparisons manifested – the before and after or the present and the anticipated future. Second, three categories were identified – those that rejected the change, those that felt they lacked enough support from both government and university management to welcome the change and those that received, harnessed, and embraced the change. Both comparisons and the three categories are essential for the preservation of the future African university by identifying the point of harmonisation. Therefore, an integrative model for marketing higher education beyond survival to posterity was proposed.
