ABSTRACT
There is a greater concern for educational excellence among the academic institutions across the globe. Most of these are striving hard to own a unique competitive position among the people and society at large. This transition has primarily affected the strategic intent of the educational institutions, such as universities and colleges around the world. Even the institutions in African subcontinent are not an exception to this change. This study addresses a gap in the literature on higher education marketing in terms of African universities and helps to ascertain their strategic intent reflected through the analysis of vision and mission statements. A sample of the top 36 universities in Africa was analysed to achieve this purpose by using the techniques of content analysis and thematic analysis. The findings highlight significant differences between the vision and mission statements of universities in Africa and also provide some future guidelines useful for their world domination. The study also provides vital managerial implications which the university administrators, managers and practitioners may follow while drafting or rethinking their vision and mission statements. Overall, the study contributes to the field of strategic marketing focused on higher education in Africa.
