Student University Choice Making in Africa: Emerging Challenges, Opportunities and Agenda for Research, Practice and Policy

Mogaji, Emmanuel; Maringe, Felix; Hinson, Robert

Abstract

Understanding how student decides which University is important, more like understanding the consumer behaviour in order to develop the strategic marketing communications to engage with the students. In the competitive higher education market, developing strategies to reflect the decision making proves of the students is important for any University that wants to remain viable and attract partnership and global recognition. This concluding chapter on explorations on Student Choice in Africa presents practical implication and critical insights into factors influencing students’ choice of higher institution 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.

Citation

Mogaji, E., Maringe, F., & Hinson, R. (2020). Student University Choice Making in Africa: Emerging Challenges, Opportunities and Agenda for Research, Practice and Policy. In Higher Education Marketing in Africa. Springer. https://doi.org/10.1007/978-3-030-39379-3_15

• Online Publication Date: May 21, 2020
• Publication Date: May 21, 2020
• Deposit Date: Jan 19, 2024
• Publisher: Springer
• Book Title: Higher Education Marketing in Africa
• ISBN: 978-3-030-39378-6; 978-3-030-39381-6
• DOI: https://doi.org/10.1007/978-3-030-39379-3_15
• Publisher URL: https://link.springer.com/chapter/10.1007/978-3-030-39379-3_15
• Related Public URLs: https://link.springer.com/book/10.1007/978-3-030-39379-3