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
and students and staff as stakeholders in the marketisation
process. Strategic efforts are directed by universities to attract
prospective students. This book further addresses issues such as
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 their
influence in transforming higher education sectors. Students as
consumers in increasingly marketised higher education sectors in
Africa are also 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.
General
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