Higher Education Marketing In Africa

Author : Emmanuel Mogaji
Publisher : Springer Nature
ISBN 13 : 3030393798
Total Pages : 424 pages
Book Rating : 4.93/5 ( download)

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Download or read book Higher Education Marketing in Africa written by Emmanuel Mogaji and published by Springer Nature. This book was released on 2020-05-20 with total page 424 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores the key players, challenges and policies affecting higher education in Africa. It also explores the marketing strategies and the students’ selection process, providing theoretical and practical insights into education marketing in Africa. In particular, it focuses on the competition for students. The growing number of student enrolments, the public sector’s inability to meet the ever-increasing demands and new private universities springing up mean that it is essential for universities to identify their market and effectively communicate their messages. Although there has been substantial theoretical research to help shed light on students’ choices and universities' marketing strategies, little work has been undertaken on higher education in the African context. Filling that gap in the research, while at the same time acknowledging the regional differences in Africa, this book offers empirical insights into the higher education market across the continent.

Author : Emmanuel Mogaji
Publisher : Routledge
ISBN 13 : 1000027880
Total Pages : 234 pages
Book Rating : 4.84/5 ( download)

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Download or read book Strategic Marketing of Higher Education in Africa written by Emmanuel Mogaji and published by Routledge. This book was released on 2020-01-20 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Emmanuel Mogaji
Publisher : Routledge
ISBN 13 : 1000048241
Total Pages : 303 pages
Book Rating : 4.47/5 ( download)

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Download or read book Understanding the Higher Education Market in Africa written by Emmanuel Mogaji and published by Routledge. This book was released on 2020-03-06 with total page 303 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers theoretical and practical insights into the marketing of higher education in Africa. It explores the key players, challenges and policies affecting higher education across the continent; their marketing strategies and the students’ selection process. While acknowledging the vast size of the continent, this book aims to provide an understanding of the dynamics of higher education in Africa. This book recognises the private and government involvement in higher education provision and students and staff as stakeholders in the marketisation process. Strategic efforts are directed by universities to attract prospective students. This book further addresses issues such as the responses of higher education sectors to the notion of markets and marketing; consumerism and competition in higher education in Africa; conceptions of the commodification of higher education in Africa; and the dominance of Western epistemologies and their influence in transforming higher education sectors. Students as consumers in increasingly marketised higher education sectors in Africa are also discussed. Though primarily for marketing students and academic researchers, the book's feature of blended theoretical and practical knowledge means that it will also be of interest to marketing practitioners and university managers.

Author : Antigoni Papadimitriou
Publisher : Springer
ISBN 13 : 3319585274
Total Pages : 254 pages
Book Rating : 4.77/5 ( download)

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Download or read book Competition in Higher Education Branding and Marketing written by Antigoni Papadimitriou and published by Springer. This book was released on 2017-10-06 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume provides a critical examination of branding and marketing in higher education from national, regional, and global perspectives. Contributors with expertise in higher education, sociology, comparative and international education, marketing, rankings, and educational philanthropy use novel theoretical frameworks and cases from Africa, Asia, Europe, Latin America, and the US to map the brandscape of higher education. Empirical cases and literature analysis show that brand building is becoming a deliberate goal for higher education. This book illustrates student-institution dynamics, as well as the critical role of policy and professionalization to support branding and marketing strategies in higher education in relation to equity.

Author : Sony, Michael
Publisher : IGI Global
ISBN 13 : 1522598316
Total Pages : 462 pages
Book Rating : 4.12/5 ( download)

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Download or read book Quality Management Implementation in Higher Education: Practices, Models, and Case Studies written by Sony, Michael and published by IGI Global. This book was released on 2019-08-02 with total page 462 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although initially utilized in business and industrial environments, quality management systems can be adapted into higher education to assess and improve an institution’s standards. These strategies are now playing a vital role in educational areas such as teaching, learning, and institutional-level practices. However, quality management tools and models must be adapted to fit with the culture of higher education. Quality Management Implementation in Higher Education: Practices, Models, and Case Studies is a pivotal reference source that explores the challenges and solutions of designing quality management models in the current educational culture. Featuring research on topics such as Lean Six Sigma, distance education, and student supervision, this book is ideally designed for school board members, administrators, deans, policymakers, stakeholders, professors, graduate students, education professionals, and researchers seeking current research on the applications and success factors of quality management systems in various facets of higher education.

Author : Anne Goujon
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1443862762
Total Pages : 350 pages
Book Rating : 4.69/5 ( download)

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Download or read book Higher Education in Africa written by Anne Goujon and published by Cambridge Scholars Publishing. This book was released on 2017-01-06 with total page 350 pages. Available in PDF, EPUB and Kindle. Book excerpt: The idea that developing all sectors of the educational palette is influential for socio-economic development was adopted later in Sub-Saharan Africa than in other world regions. Most efforts went primarily into developing the first stages of education, and rightly so, for many children could not access education at all. Today, all African governments recognize the importance of higher education and increasingly invest in it. They are facing two major, interlinked challenges: rapid population growth and decline in the quality of education. Indeed, despite fertility decline, the region has been confronted with substantial population growth, which will continue for many decades; as such, there is a necessity to increase investment in education. This, in a situation of limited resources, has been at the expense of the quality and the burgeoning of private institutions of higher education. The contributions here discuss the development, quality, and outcomes of higher education in Africa, with a specific focus on relations between Africa and Europe. Issues related to the mobility of African students and scholars are discussed in several national and international case studies.

Author : Samuelson Appau
Publisher : Springer Nature
ISBN 13 : 3030772047
Total Pages : 276 pages
Book Rating : 4.48/5 ( download)

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Download or read book Marketing Brands in Africa written by Samuelson Appau and published by Springer Nature. This book was released on 2021-09-11 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: This contributed volume serves as an authoritative reference and guide for anyone looking to study or build a brand in Africa. Despite being touted as the ‘last frontier’ of global brands, very little research exists that examines brands and branding in this emerging market. Authors cover crucial topics such as the history of branding in Africa, branding approaches used by start-ups, religious organizations, political parties, and businesses in the informal economies of Africa, as well as marketing Africa as a brand using practical cases, empirical and critical approaches. With the world’s youngest population and the second-fastest growing economies, Africa has quickly become a hotbed for marketing and consumption of local and global brands. While past research has mostly focused on examining the brand image of Africa and African countries, or on branding Africa as a place for tourist consumption, what is missing is a comprehensive guide that discusses the theory and practice of branding and brands in and from Africa. Through theoretical and practical contributions, the authors of this book seek to fill the knowledge gap about branding in and from Africa.

Author : Chrissie Bowie
Publisher : African Books Collective
ISBN 13 : 1928502229
Total Pages : 182 pages
Book Rating : 4.27/5 ( download)

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Download or read book Understanding Higher Education written by Chrissie Bowie and published by African Books Collective. This book was released on 2021-08-23 with total page 182 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drawing on the South African case, this book looks at shifts in higher education around the world in the last two decades. In South Africa, calls for transformation have been heard in the university since the last days of apartheid. Similar claims for quality higher education to be made available to all have been made across the African continent. In spite of this, inequalities remain and many would argue that these have been exacerbated during the Covid pandemic. Understanding Higher Education responds to these calls by arguing for a social account of teaching and learning by contesting dominant understandings of students as decontextualised learners premised on the idea that the university is a meritocracy. This book tackles the issue of teaching and learning by looking both within and beyond the classroom. It looks at how higher education policies emerged from the notion of the knowledge economy in the newly democratic South Africa, and how national qualification frameworks and other processes brought the country more closely into conversation with the global order. The effects of this on staffing and curriculum structures are considered alongside a proposition for alternative ways of understanding the role of higher education in society.

Author : Melanie Wiese
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.24/5 ( download)

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Download or read book A Higher Education Marketing Perspective on Choice Factors and Information Sources Considered by South African First Year University Students written by Melanie Wiese and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The South African higher education sector is currently facing many challenges. Factors such as a decrease in government funding, mergers and student unrest compel higher education institutions to apply effective strategies for funding and recruitment of quality students. Higher education institutions are forced to focus on restructuring and repositioning themselves, build a strong brand, communicate their image and to sustain their position in order to ensure a competitive advantage. In order to be locally relevant and globally competitive, higher education institutions need to become more marketing-oriented. In a restricted financial environment, higher education institutions will have to assess and reassess marketing strategies aimed at attracting quality first year students. A proper assessment of the importance of the choice factors students consider when selecting a higher education institution as well as the usefulness of the information sources they consider, will enable institutions to allocate funds, time and resources more efficiently and effectively. A quantitative study with a self-administrated questionnaire was used to allow students to complete the questionnaire during class lectures. Non-probability convenience sampling was used and a sample of 1241 students responded from six higher education institutions: the University of Pretoria, Tshwane University of Technology, University of Johannesburg, University of the Free State, University of Kwa Zulu Natal and the North-West University. The sample consisted of 64 percent females and 36 percent male students. The ethnic orientation distribution was as follows: 46 percent Caucasian, 41 percent Black African, 9 percent Indian, 3 percent Coloured and 1 percent students of other ethnic groups. The main goal of this study was to investigate the relevant importance of the choice factors, as well as the usefulness of the information sources, that first year Economic and Management Sciences students at selected higher education institutions in South Africa considered when they decided to enrol at a specific higher education institution. The findings indicated that some choice factors were more important to students than others, as well as the fact that students from different gender groups, ethnic groups, language groups and institutions differed in the importance they attached to the choice factors. The top ten choice factors respondents regarded as important in the selection of a higher education institution are: quality of teaching, employment prospects (possible job opportunities), campus safety and security, academic facilities (libraries and laboratories), international links (study and job opportunities), language policy, image of higher education institution, flexible study mode (evening classes and use of computers), academic reputation (prestige), and a wide choice of subjects/courses. The findings also revealed that information sources directly from a higher education institution, such as open days and campus visits, university publications and websites are the most useful to students, while information from mass media such as radio, television, magazines and newspaper advertisements are not as useful. The findings give marketing educators an indication of the importance of choice factors considered by prospective students in selecting a higher education institution, and enable higher education institutions to use their limited funds more efficiently to attract quality students, create a unique position and gain a competitive advantage. Based on the usefulness of information sources and the importance of choice factors considered, student focused marketing communication can be developed. This should aid students to make more informed decisions about the higher education institution they wish to attend. The study also add to existing theory in the fields of services marketing, higher education marketing and consumer behaviour, especially the field of outlet selection, as the institution can be viewed as the outlet for buying education. Information obtained from this study also contributes to the available research and literature on this topic and could be used by other researchers as a basis for future research.

Author : J. Hemsley-Brown
Publisher : Springer
ISBN 13 : 1137497203
Total Pages : 144 pages
Book Rating : 4.08/5 ( download)

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Download or read book Higher Education Consumer Choice written by J. Hemsley-Brown and published by Springer. This book was released on 2015-11-12 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: Higher Education Consumer Choice provides a comprehensive and highly focused critical analysis of research on HE consumer choice behaviour in the UK and around the world. Ideal for students, scholars and marketing practitioners interested in consumer choice and behaviour in higher education markets, the book explores the background and context to research on HE choice including globalization, changing supply and demand, fees and costs, and concerns about social disadvantage. Focusing on personal factors that influence consumer choice, group aspects of consumer behaviour such as cultural and ethnic differences, as well as theoretical and research models, this book is designed to stimulate new debate and criticism of HE consumer choice.