Strategic Marketing of Higher Education in Africa

This book provides a comprehensive overview of marketing strategies for higher education in Africa, addressing branding, digital marketing, and stakeholder engagement.

In Strategic Marketing of Higher Education in Africa, the authors delve into the intricate themes surrounding the marketing of higher education institutions across the continent. They explore the essential components of understanding higher education markets, emphasizing the importance of university branding and the implementation of international marketing strategies. The book also sheds light on the role of digital marketing in shaping student decision-making processes, providing a comprehensive view of how these elements intertwine in the context of African universities.

The landscape of higher education is rapidly evolving on a global scale, with increasing competition for student enrolment. Universities are not only vying for attention in their domestic markets but are also looking beyond borders to attract international students. As government funding for public universities diminishes, there is a pressing need for institutions to enhance their income through increased enrolment. Strategic Marketing of Higher Education in Africa uniquely addresses these challenges, offering insights into the specific characteristics and hurdles faced by African universities in this competitive environment.

This book serves as a valuable resource for academics, higher education administrators, and practitioners, providing them with theoretical frameworks and practical marketing strategies tailored for the African context. It also holds significance for international practitioners seeking to engage with African universities, offering a deeper understanding of the dynamics at play in the region's higher education market. By focusing on strategic digital marketing and brand management, the book equips readers with the tools necessary to navigate this complex landscape effectively.