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Minding the Gap: An Assessment of the Quality of Course Information Available on the Websites of African Universities

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Book cover Higher Education Marketing in Africa

Abstract

Given Universities’ websites have been considered a vital source of information for prospective students, this study explores the quality and quantity of information about undergraduate programs available in African Universities. The study adopts the ALARA Model of Information Search on website, a novel methodology, which brings together case study research, stakeholder roleplay and netnography. The study found that prospective students are short-changed as the Universities are not providing enough information for them to decide. This study offers both theoretical and managerial implication. It extends knowledge about marketing higher education, understanding student information search. The study also highlights implication for University Managers, Academic staff, Marketing Communication Team, Information and Communications Team and other teams responsible for developing and updating the Universities’ website with current and relevant information about the programs offered by the University.

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Author information

Authors and Affiliations

  1. Department of Marketing, Events and Tourism, University of Greenwich, London, UK

    Emmanuel Mogaji

  2. University of Westminster, London, UK

    Amarachukwu Anyogu

  3. Questbury Research Services, Kent, UK

    Thomas Wayne

Authors
  1. Emmanuel Mogaji
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  2. Amarachukwu Anyogu
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  3. Thomas Wayne
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Corresponding author

Correspondence to Emmanuel Mogaji .

Editor information

Editors and Affiliations

  1. Department of Marketing, Events and Tourism, University of Greenwich, London, UK

    Emmanuel Mogaji

  2. University of the Witwatersrand, Johannesburg, South Africa

    Felix Maringe

  3. Department of Marketing & Entrepreneurship, University of Ghana Business School, Legon, Accra, Ghana

    Robert Ebo Hinson

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Mogaji, E., Anyogu, A., Wayne, T. (2020). Minding the Gap: An Assessment of the Quality of Course Information Available on the Websites of African Universities. In: Mogaji, E., Maringe, F., Ebo Hinson, R. (eds) Higher Education Marketing in Africa. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-39379-3_11

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