| Description |
1 online resource (xxii, 307 pages) illustrations, map |
| Series |
Routledge studies in marketing ; 12 |
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Routledge studies in marketing ; v. 12.
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| Contents |
Introduction -- Understanding the Market in Higher Education in Africa / Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson -- Theme 1: Private and Government Involvement -- Public vs Private Universities in Nigeria: Market Dynamics Perspective / Sunday Olaleye, Dandison Ukpadi, Emmanuel Mogaji -- Government Policies on Education in Africa / Oluseyi Ajayi, Babatunde Abina, Azeez Lawal -- Addressing the Challenges of Higher Education in Africa: The role of African Governments, African Development Bank, and Business Corporations Operating in Africa / Taiwo Soetan -- Towards an Understanding of Islamic Private Universities in Africa / Adam Sirajudeen, Thomas Wayne, Emmanuel Mogaji -- Theme 2: Students and Staff as Stakeholders -- Partnerships with Universities in South Africa: Challenges and Opportunities for Student and Staff Mobility / Samia Chasi -- Marketing Higher Education: Creating value for refugee students / Otilia Chiramba, Felix Maringe -- Marketing Higher Education Through Work-Readiness Programmes / Lovisa Nghipandulwa, Elina Amadhila, Ezekiel Kwembeya -- Theme 3: Positioning for Added Advantage -- Paving the Way for World Domination: Analysis of African Universities' Mission Statement / Savdeep Vasudeva, Emmanuel Mogaji -- Typology of Nigeria Universities: A Strategic Marketing and Branding Implication / Temitope Farinloye, Ogechi Adeola, Emmanuel Mogaji -- University League Tables and Ranking Systems in Africa: Emerging Prospects, Challenges and Opportunities / Ruth Kiraka, Felix Maringe, Watiri Kanyutu, Emmanuel Mogaji -- Theme 4: Marketing Strategies for Universities -- Training the Marketers for Implementing New Marketing Strategy: A Case from the University of Ghan / John Boateng -- Marketing mix in a heterogenous Higher Education Market: A Case of Africa / Elizabeth Ndofirepi, Temitope Farinloye, Emmanuel Mogaji -- Marketing Muslim Universities: Challenges and Opportunities with Specific Reference to the African Case / Lo Mbaye -- Conclusion -- Marketisation in higher education in Africa: new directions for a decolonising continent / Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson |
| Summary |
"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, students and staff as stakeholders in the marketisation process. Strategic efforts by Universities to positions themselves to attract prospective students. This book further addresses issues such 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 influence in transforming higher education sectors. Students as consumers in increasingly marketized higher education sectors in Africa is 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"-- 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, 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 and 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 a Professor and a pastHead of the Department of Marketing & Entrepreneurship at the University of Ghana Business School. Professor Hinson has been a consultant to several local and international institutions in Ghana |
|
Description based on online resource; title from digital title page (viewed on May 05, 2020) |
| Subject |
Universities and colleges -- Africa -- Marketing
|
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Education, Higher -- Economic aspects -- Africa
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BUSINESS & ECONOMICS -- Marketing -- General.
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BUSINESS & ECONOMICS -- Marketing -- Multilevel.
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Education, Higher -- Economic aspects.
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Universities and colleges -- Marketing.
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Africa.
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| Form |
Electronic book
|
| Author |
Mogaji, Emmanuel, editor, author.
|
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Maringe, Felix, editor, author.
|
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Hinson, Robert Ebo, editor, author
|
|
Routledge (Firm)
|
| LC no. |
2019053645 |
| ISBN |
9780429325816 |
|
0429325819 |
|
1000048209 |
|
9781000048223 |
|
1000048225 |
|
9781000048247 |
|
1000048241 |
|
9781000048209 |
|
