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Higher Education Marketing in Africa

Explorations into Student Choice

  • Emmanuel Mogaji
  • Felix Maringe
  • Robert Ebo Hinson
Book

Table of contents

  1. Front Matter
    Pages i-xx
  2. Introduction

    1. Front Matter
      Pages 1-1
    2. Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson
      Pages 3-13
  3. Choice and Decision Making

  4. Factors Influencing Choice

    1. Front Matter
      Pages 133-133
    2. Samuel Adeyanju, Emmanuel Mogaji, Johnson A. Olusola, Muhammed A. Oyinlola
      Pages 135-163
    3. Adesoga Adefulu, Temitope Farinloye, Emmanuel Mogaji
      Pages 187-225
    4. André P. Calitz, Margaret D. M. Cullen, Carlien Jooste
      Pages 227-253
  5. Attracting Prospective Students

  6. Conclusion

    1. Front Matter
      Pages 395-395

About this book

Introduction

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 University in Denmark and the other in Marketing from the University of Ghana. He has consulted for and trained staff in the general areas of marketing, sales and service excellence at several institutions around the globe, and has also served on the boards of local and international institutions. 

Keywords

Universities brand identity advertising market segmentation University partnerships

Editors and affiliations

  • Emmanuel Mogaji
    • 1
  • Felix Maringe
    • 2
  • Robert Ebo Hinson
    • 3
  1. 1.Department of Marketing, Events and TourismUniversity of GreenwichLondonUK
  2. 2.University of the WitwatersrandJohannesburgSouth Africa
  3. 3.Department of Marketing & EntrepreneurshipUniversity of Ghana Business SchoolLegon, AccraGhana

About the editors

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. He received the 2019 Emerald Literati Highly Commended Paper Award.  

Felix Maringe is 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 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 University in Denmark and the other in Marketing from the University of Ghana. He has consulted for and trained staff in the general areas of marketing, sales and service excellence at several institutions around the globe, and has also served on the boards of local and international institutions. 

Bibliographic information

  • Book Title Higher Education Marketing in Africa
  • Book Subtitle Explorations into Student Choice
  • Editors Emmanuel Mogaji
    Felix Maringe
    Robert Ebo Hinson
  • DOI https://doi.org/10.1007/978-3-030-39379-3
  • Copyright Information The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020
  • Publisher Name Palgrave Macmillan, Cham
  • eBook Packages Business and Management Business and Management (R0)
  • Hardcover ISBN 978-3-030-39378-6
  • Softcover ISBN 978-3-030-39381-6
  • eBook ISBN 978-3-030-39379-3
  • Edition Number 1
  • Number of Pages XX, 419
  • Number of Illustrations 9 b/w illustrations, 16 illustrations in colour
  • Topics Marketing
    Higher Education
    Management Education
  • Buy this book on publisher's site
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