| Description |
1 online resource (xiv, 259 pages) |
| Series |
Routledge studies in marketing ; 9 |
|
Routledge studies in marketing ; 9.
|
| Contents |
Strategic Marketing Communications of African Universities: An Introduction to Edited Collection / Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson -- Marketization in African universities in an era of decolonization: continuities and discontinuities / Felix Maringe -- An integrative Model for Marketing Higher Education in Africa: Branding beyond survival for posterity / Christine Mwebesa, Felix Maringe -- Digital Marketing of Higher Education Marketing in Africa: Challenges, Prospects and Opportunities. / Spee Vululleh -- Exploring the harmful effect of informational dissonance on students' recruitment. A Moroccan case study./ Sebti Hicham, Sardine Simon -- Higher Education Marketing Communications in the Digital Era / -- Mark Anthony Camilleri -- Social Media for Universities' Strategic Communication / Temitope Farinloye, Thomas Wayne, Emmanuel Mogaji, Josue Kuika Watat -- Social Media for Universities' Strategic Communication: How Nigerian Universities uses Facebook / Sunday Olaleye, Dandison Ukpadi, Emmanuel Mogaji -- Digital Marketing Communication Strategies for Private Universities in South Western Nigeria / Omolola Oluwasola -- University Reputation Management / Ruth Kiraka -- Analysis of African Universities' Corporate Visual Identities / Thomas Wayne, Temitope Farinloye, Emmanuel Mogaji -- Leveraging University's Value through Branding./ Abina Babatunde, Ajayi, Oluseyi, Lawal, Azeez Tunbosun -- Marketing Higher Education in Africa: Moving from research to practice./ Kieu Tai, Emmanuel Mogaji, Christine Mwebesa, Sarofim Samer, Taiwo Soetan, S Pee Vululleh -- Emerging Challenges, Opportunities and Agenda For Research, Practice And Policy On Strategic Marketing Of Higher Education In Africa: A Conclusion To Edited Collection / Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson |
| Summary |
"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 the different 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"-- Provided by publisher |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Emmanuel Mogaji holds a PhD in Marketing, and he is a Lecturer in Advertising and Marketing Communications at the University of Greenwich, and a Fellow of the Higher Education Academy (HEA) and a Certified Management & Business Educator (CMBE). Felix Maringe is a Professor, Head of Wits School of Education Research, and Assistant Dean Internationalisation and Partnerships at the University of the Witwatersrand. He is also a Visiting Fellow within Southampton Education School at the University of Southampton Robert Ebo Hinson is an Extraordinary Professor at the School of Business and Governance, North West University, South Africa. He is also Head of the Department of Marketing and Entrepreneurship at the University of Ghana and Acting Director of Institutional Advancement at the same university |
|
Description based on online resource; title from digital title page (viewed on April 21, 2020) |
| Subject |
Universities and colleges -- Africa -- Marketing
|
|
Education, Higher -- Africa -- Marketing
|
|
College publicity -- Africa
|
|
Branding (Marketing) -- Africa
|
|
BUSINESS & ECONOMICS -- Marketing -- General.
|
|
BUSINESS & ECONOMICS -- Marketing -- Multilevel.
|
|
Branding (Marketing)
|
|
College publicity.
|
|
Education, Higher -- Marketing.
|
|
Universities and colleges -- Marketing.
|
|
Africa.
|
| Form |
Electronic book
|
| Author |
Mogaji, Emmanuel, editor.
|
|
Maringe, Felix, editor.
|
|
Hinson, Robert (Robert Ebo), editor
|
| LC no. |
2019045379 |
| ISBN |
9780429320934 |
|
0429320930 |
|
9781000027426 |
|
1000027422 |
|
9781000027655 |
|
1000027651 |
|
1000027880 |
|
9781000027884 |
|
