Making a Christian Private University Appealing to Prospective Students: The Case of Covenant University

Making a Christian Private University Appealing to Prospective Students: The Case of Covenant University

Robert Ebo Hinson

Private universities have entered into the higher education service provision market in Nigeria. With many of them competing for prospective student enrolment, it is not surprising that some of them have deployed marketing strategies to attract students and make them stand out in this cluttered market. This paper examines how Covenant University, a Christian faith-based university and the acclaimed leader in the private university industry in the country has marketed itself. It found that it uses its products, people, work processes and serene physical location to attract new students. Importantly, its relatively high tuition fees positions it as the school for the children of the elites.

https://link.springer.com/chapter/10.1007/978-3-030-39379-3_14

English