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.

Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students' enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.

The international business environment has undergone major turbulence in 2020 following the onset of lockdowns, travel restrictions and social distancing all prompted by Covid-19. These restrictions have limited the revenue generation capacity of both countries and businesses - large and small. While the winners have been mostly those sectors with a digital footprint such as streaming services and video-conferencing giants, the creative industries have felt a much harder blow. Against this backdrop, The Creative Industries and International Business Development in Africa takes an unorthodox approach to showcasing the trends and challenges of the contemporary creative economy with a view to positioning the sector for a global audience. Drawing upon the categorisations of the Creative Industries Federation, the book interrogates, and highlights, the challenges, and opportunities of the creative industries in Africa. This is with a view to aggregating how the sector has coped with a myriad of challenges even before the pandemic. Discussions across the chapters document the changing landscape of the sector, capturing insights from the global value chain to everything digital - from arts to publishing, fashion, film and music production and distribution. Further insights are discussed around recent events such as the take-off of the African Continental Free Trade Area (AfCFTA) and the exit of Britain from the EU - with the latter event reinvigorating the Commonwealth Agenda and renewed interest in Africa's creative industries.

Responsible Management in Emerging Markets: A Multisectoral Focus is in response to the dearth of literature on responsible management in emerging economies. It discusses diverse themes at the intersection of corporate social responsibility (CSR), green business (marketing) and sustainability management, with the view to addressing some begging issues in responsible management. Hinged on the centrality of SDG 12 (responsible production and consumption), this volume focusses on how businesses, nations, and continents across the globe can actualize a sustainable paradigm, now and in the future. It offers fresh theoretical, policy, and managerial insights into the complex processes and relationships that mediate businesses' ability to deliver on their social development promise, through sustainability and green initiatives. This book discusses some forward and backward linkages between the emerging economy context and responsible management. Featuring cognate topics on CSR, green marketing, green fashion and green entrepreneurship, it offers a Sustainable Development Roadmap (SDR) that is applicable for businesses in emerging economies. This volume is a valuable resource for professionals and academics in emerging economies who desire to understand how firms are demonstrating responsible management through green initiatives, corporate social responsibility and sustainable policies and practices.

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.

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.

Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students' enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.

This book focuses on developing a systematic approach to understanding the transformations in Africa's public sector social media landscape. Looking at the use of social media from the African public sector perspective, the authors present a comprehensive understanding of social media practices and how these could be integrated into African public sector institutions' operational activities in order to deliver greater value for African citizens and consumers of public goods and services. Chapters explore how social media in Africa differs from traditional media use, their application in the public sector, objectives for government using social media, and how social media plays an interactive role in e-government services. Providings practical guidance on the use of social media in Africa's public sector and governmental spaces, the book also serves as a teaching text in governance and public sector communication efforts within the African context for both undergraduate and graduate programmes.

Responsible Management in Emerging Markets: A Multisectoral Focus is in response to the dearth of literature on responsible management in emerging economies. It discusses diverse themes at the intersection of corporate social responsibility (CSR), green business (marketing) and sustainability management, with the view to addressing some begging issues in responsible management. Hinged on the centrality of SDG 12 (responsible production and consumption), this volume focusses on how businesses, nations, and continents across the globe can actualize a sustainable paradigm, now and in the future. It offers fresh theoretical, policy, and managerial insights into the complex processes and relationships that mediate businesses' ability to deliver on their social development promise, through sustainability and green initiatives. This book discusses some forward and backward linkages between the emerging economy context and responsible management. Featuring cognate topics on CSR, green marketing, green fashion and green entrepreneurship, it offers a Sustainable Development Roadmap (SDR) that is applicable for businesses in emerging economies. This volume is a valuable resource for professionals and academics in emerging economies who desire to understand how firms are demonstrating responsible management through green initiatives, corporate social responsibility and sustainable policies and practices.

This book explores the challenges and precarity of higher education post-pandemic, explicitly focusing on higher education in emerging countries. Looking beyond the pandemic, the editors and contributors provide a holistic view of the residual legacies of global health crises like COVID-19 in developing countries. The book calls for the need to reimagine, reevaluate and reposition the higher education system: exploring the challenges experienced by students, staff, administrators and other stakeholders. Bringing forth insights from researchers, practitioners and senior leadership, the book shares theoretical and practical insights on dealing with the aftermath of a pandemic and what can be learned for the future. It will be of interest and value to researchers, practitioners and leaders who wish to understand a develop new approaches for their teaching and management post-pandemic.

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.