Dublin Core
Title
Emerging challenges, opportunities, and agenda for research, practice, and
policy on marketing and brand communications of higher education institutions
in Africa
policy on marketing and brand communications of higher education institutions
in Africa
Creator
Robert Ebo Hinson
Description
The higher education landscape is changing. The global competition for students’ enrolments has increased
around the world. Universities are competing within their home market as well as in the international market. As
government funding for public universities is reducing, there is pressure on universities to seek additional
income by increasing their student enrolment. Attracting and enrolling students has become increasingly more
challenging, as student behaviour is changing. These challenges present the need for higher education
institutions to be more strategic in their approach to reaching out to prospective students. This concluding
chapter on strategic marketing of higher education in Africa presents practical implications and critical insights
into strategic marketing and brand communications of higher education institutions in Africa. Agenda for future
research were also provided. It is anticipated that this will shape further discussion and theoretical advancement
which will be relevant for scholars, students, managers, practitioners, and policymakers in the field of higher
education marketing.
around the world. Universities are competing within their home market as well as in the international market. As
government funding for public universities is reducing, there is pressure on universities to seek additional
income by increasing their student enrolment. Attracting and enrolling students has become increasingly more
challenging, as student behaviour is changing. These challenges present the need for higher education
institutions to be more strategic in their approach to reaching out to prospective students. This concluding
chapter on strategic marketing of higher education in Africa presents practical implications and critical insights
into strategic marketing and brand communications of higher education institutions in Africa. Agenda for future
research were also provided. It is anticipated that this will shape further discussion and theoretical advancement
which will be relevant for scholars, students, managers, practitioners, and policymakers in the field of higher
education marketing.
Source
https://gala.gre.ac.uk/id/eprint/26173/7/26173%20MOGAJI_Brand_Communications_Of_Higher_Education_Institutions_In_Africa_%28AAM%29_2019.pdf
Language
Engkish