MACMILLAN Higher Education Marketing in Africa: Explorations into Student Choice

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. From the Back Cover 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. Emmanuel Mogaji holds a Ph.D. in Marketing, and 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). Emmanuel's primary area of interest is ABCDE – advertising, branding, communications, digital and ethics – of marketing communications, with a strong focus on higher education and financial services marketing. He has published several peer-reviewed journal articles and book chapters and presented his work at numerous national and international conferences. He has also co-edited books on marketing higher education in Africa published by Routledge and Springers Nature. He received the 2019 Emerald Literati Highly Commended Paper Award.   Felix Maringe is a Professor of Higher Education and Head of the Wits School of Education. Previously, he was Assistant Dean for Internationalisation and Partnerships at the University of the Witwatersrand. He received his Doctorate in Education at the University of Southampton. Felix’s research interests are in the fields of globalisation and internationalisation of higher education. He has an extensive publication record, including 6 books, and he is leading expert on international higher education in post-colonial countries.    Robert Ebo Hinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana. He is also the Acting Director of Institutional Advancement at the same institution, Research Associate at the University of the Free State Business School; and an Extraordinary Professor at the North-West University Business School in South Africa. Robert has authored/edited several books and has been involved in over a hundred scientific publications. He has also served as the Rector of the Perez University College in Ghana. He holds two doctorate degrees: one in International Business from the Aalborg U