Higher Education Marketing in Africa:Explorations into Student Choice

图书简介

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.

Part 1: Introduction.- Chapter 1: Exploring factors influencing student choice in Africa: Introduction to Edited Collection.- Part 1: Choice and Decision Making.- Chapter 2: Co-Creation of Value by Universities and Prospective Students: Towards an Informed Decision-Making Process.- Chapter 3: Understanding High School Students? University Choice - Implications for Marketing and Management of Higher Education in Ghana.- Chapter 4: Delving into Undergraduate students? choice of higher education in Uganda.- Chapter 5: International and Southern African perspectives on Choice and decision making of young people in Higher Education.- Part 2: Factors influencing Choice.- Chapter 6: Factors Influencing Students? Choice of a Federal University: A Case Study of a Nigerian Federal University.- Chapter 7: Evaluative Criteria for Selection of Higher Education Institutions in Nigeria.- Chapter 8: Factors Influencing Post Graduate Students? University Choice in Nigeria.- Chapter 9: Factors and Sources of Information that influence a Student?s University of Choice.- Chapter 10: Consumer behaviour and student motivation influence the choice of higher learning institutions in Africa.- Part 3: Attracting Prospective Students.- Chapter 11: Minding the Gap: An assessment of the quality of course information available on the websites of African Universities.- Chapter 12: The importance of University Rankings for Students? University of Choice: A South African perspective.- Chapter 13: Narrative Experiences of Doctoral Students? Vulnerability in South Africa.- Chapter 14: Making a Private University Appealing to Prospective Students: A Case of Covenant University.- Part 4: Conclusion.- Chapter 15: Student University Choice Making in Africa: Emerging Challenges, Opportunities and Agenda for Research, Practice and Policy.

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Higher Education Marketing in Africa:Explorations into Student Choice 高等教育学

Higher Education Marketing in Africa:Explorations into Student Choice
高等教育学