Dublin Core
Title
Understanding the market in higher education in Africa
Creator
Robert Ebo Hinson
Description
Marketisation is the application of economic theory to the practice of higher education. This is
based on the fundamental notion of the primacy of the market as a tool for business and
strategic decisions. The market is the primary unit of focus as it determines supply and demand,
while the ultimate goal is the maximisation of productivity and profit margins. However, there
are persistent arguments against the marketisation of higher education. The commercialisation
or commodification of education and its transactionalisation as a good to be sold by universities
and purchased by students is probably the most prominent critics. The chapter theoretically
explored the notion of marketisation and its growth on the African continent and discussed the
six conceptual ideas had become well developed in the marketisation of higher education in
order to provide a backdrop for the work covered in the subsequent chapters of this book. The
concluding section of the chapter provides an overview of the chapters in the book.
Keywords: marketisation, marketing communication, branding, higher education,
universities, Africa, edited book, introduction.
based on the fundamental notion of the primacy of the market as a tool for business and
strategic decisions. The market is the primary unit of focus as it determines supply and demand,
while the ultimate goal is the maximisation of productivity and profit margins. However, there
are persistent arguments against the marketisation of higher education. The commercialisation
or commodification of education and its transactionalisation as a good to be sold by universities
and purchased by students is probably the most prominent critics. The chapter theoretically
explored the notion of marketisation and its growth on the African continent and discussed the
six conceptual ideas had become well developed in the marketisation of higher education in
order to provide a backdrop for the work covered in the subsequent chapters of this book. The
concluding section of the chapter provides an overview of the chapters in the book.
Keywords: marketisation, marketing communication, branding, higher education,
universities, Africa, edited book, introduction.
Publisher
University of the Free State, South Africa
Source
https://gala.gre.ac.uk/id/eprint/26184/7/26184%20MOGAJI_Understanding_The_Market_In_Higher_Education_In_Africa_%28AAM%29_2019.pdf