Felix Maringe – författare

Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making.

The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management.

The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.

Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making.

The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management.

The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.

This book offers theoretical and practical insights into the marketing of higher education in Africa. It explores the key players, challenges and policies affecting higher education across the continent; their marketing strategies and the students’ selection process.

While acknowledging the vast size of the continent, this book aims to provide an understanding of the dynamics of higher education in Africa. This book recognises the private and government involvement in higher education provision and students and staff as stakeholders in the marketisation process. Strategic efforts are directed by universities to attract prospective students. This book further addresses issues such as the responses of higher education sectors to the notion of markets and marketing; consumerism and competition in higher education in Africa; conceptions of the commodification of higher education in Africa; and the dominance of Western epistemologies and their influence in transforming higher education sectors. Students as consumers in increasingly marketised higher education sectors in Africa are also discussed.

Though primarily for marketing students and academic researchers, the book''s feature of blended theoretical and practical knowledge means that it will also be of interest to marketing practitioners and university managers.

This book offers theoretical and practical insights into the marketing of higher education in Africa. It explores the key players, challenges and policies affecting higher education across the continent; their marketing strategies and the students’ selection process.

While acknowledging the vast size of the continent, this book aims to provide an understanding of the dynamics of higher education in Africa. This book recognises the private and government involvement in higher education provision and students and staff as stakeholders in the marketisation process. Strategic efforts are directed by universities to attract prospective students. This book further addresses issues such as the responses of higher education sectors to the notion of markets and marketing; consumerism and competition in higher education in Africa; conceptions of the commodification of higher education in Africa; and the dominance of Western epistemologies and their influence in transforming higher education sectors. Students as consumers in increasingly marketised higher education sectors in Africa are also discussed.

Though primarily for marketing students and academic researchers, the book''s feature of blended theoretical and practical knowledge means that it will also be of interest to marketing practitioners and university managers.

This timely work investigates the possibility of unyoking and decolonising African university knowledges from colonial relics. It claims that academics from socially, politically, and geographically underprivileged communities in the South need to have their voices heard outside of the global power structure.

The book argues that African universities need a relevant curriculum that is related to the cultural and environmental experiences of diverse African learners in order to empower themselves and transform the world. It is written by African scholars and is based on theoretical and practical debates on the epistemological complexities affecting and afflicting diversity in higher education in Africa. It examines who are the primary custodians of African university knowledges, as well as how this relates to forms of exclusion affecting women, the differently abled, the rural poor, and ethnic minorities, as well as the significance of the Fourth Industrial Revolution in the future of African universities. The book takes an epistemological approach to university teaching and learning, addressing issues such as decolonization and identity, social closure and diversity disputes, and the obstacles that come with the neoliberal paradigm.

The book will be necessary reading for academics, scholars, and postgraduate students in the fields of Sociology of Education, decolonising education, Inclusive Education, and Philosophy of Education, as it resonates with existing discourses.

This timely work investigates the possibility of unyoking and decolonising African university knowledges from colonial relics. It claims that academics from socially, politically, and geographically underprivileged communities in the South need to have their voices heard outside of the global power structure.

The book argues that African universities need a relevant curriculum that is related to the cultural and environmental experiences of diverse African learners in order to empower themselves and transform the world. It is written by African scholars and is based on theoretical and practical debates on the epistemological complexities affecting and afflicting diversity in higher education in Africa. It examines who are the primary custodians of African university knowledges, as well as how this relates to forms of exclusion affecting women, the differently abled, the rural poor, and ethnic minorities, as well as the significance of the Fourth Industrial Revolution in the future of African universities. The book takes an epistemological approach to university teaching and learning, addressing issues such as decolonization and identity, social closure and diversity disputes, and the obstacles that come with the neoliberal paradigm.

The book will be necessary reading for academics, scholars, and postgraduate students in the fields of Sociology of Education, decolonising education, Inclusive Education, and Philosophy of Education, as it resonates with existing discourses.

This book explores the influence of neoliberal globalisation on African higher education, considering the impact of the politics of neoliberal ideology on the nature and sources of knowledge in African universities.

Written by African scholars, the book engages with debates around the commodification of knowledge, socially just knowledge, knowledge transformation, collaboration, and partnerships, and indigenous knowledge systems. It challenges the neoliberal approach to knowledge production and dissemination in African universities and contributes to debates around decolonising knowledge production in Africa. The chapters draw on experiences from universities in different sub-Saharan countries to show how the manifestation of neo-colonialism through the pursuit of the hegemonic neoliberal philosophy is impacting on decolonising university knowledge in Africa.

Providing a unique critique of the impact of neoliberal higher education in Africa, the book will be essential reading for researchers, scholars, and postgraduate students in the field of Sociology of Education, decolonising education, Inclusive Education, and Education Policy.

This book explores the influence of neoliberal globalisation on African higher education, considering the impact of the politics of neoliberal ideology on the nature and sources of knowledge in African universities.

Written by African scholars, the book engages with debates around the commodification of knowledge, socially just knowledge, knowledge transformation, collaboration, and partnerships, and indigenous knowledge systems. It challenges the neoliberal approach to knowledge production and dissemination in African universities and contributes to debates around decolonising knowledge production in Africa. The chapters draw on experiences from universities in different sub-Saharan countries to show how the manifestation of neo-colonialism through the pursuit of the hegemonic neoliberal philosophy is impacting on decolonising university knowledge in Africa.

Providing a unique critique of the impact of neoliberal higher education in Africa, the book will be essential reading for researchers, scholars, and postgraduate students in the field of Sociology of Education, decolonising education, Inclusive Education, and Education Policy.

Providing coherence in understanding the role that education and higher education played in the colonizing purposes of the rich nations of the North, this book draws from multiple geopolitical spaces across the world to consider how epistemic injustice has characterized colonial higher education systems.

Within this text, carefully chosen international contributors explore how colonialism, coloniality, and colonization have impacted indigenous people’s ways of knowing, feeling, behaving, valuing, being, and becoming in fundamental ways and how the West’s idea of education and schooling have been used as key instruments in the project of world domination and subjugation. Beyond these key entry concepts, chapters use ideas of modernity, post-modernism, globalization, internationalization, and neo-liberalism to examine how higher education in colonial and post-colonial societies still answers to a colonial narrative and what can be done to decolonize the system.

Unpacking the historical and philosophical antecedents of higher education and critically examining the intentions and impact of colonial assumptions behind higher education in different parts of the world, this is suitable reading for postgraduates and scholars in the field of higher education, as well as senior management teams in universities and practitioners who work directly in the field of transformation in government, and university departments.

Providing coherence in understanding the role that education and higher education played in the colonizing purposes of the rich nations of the North, this book draws from multiple geopolitical spaces across the world to consider how epistemic injustice has characterized colonial higher education systems.

Within this text, carefully chosen international contributors explore how colonialism, coloniality, and colonization have impacted indigenous people’s ways of knowing, feeling, behaving, valuing, being, and becoming in fundamental ways and how the West’s idea of education and schooling have been used as key instruments in the project of world domination and subjugation. Beyond these key entry concepts, chapters use ideas of modernity, post-modernism, globalization, internationalization, and neo-liberalism to examine how higher education in colonial and post-colonial societies still answers to a colonial narrative and what can be done to decolonize the system.

Unpacking the historical and philosophical antecedents of higher education and critically examining the intentions and impact of colonial assumptions behind higher education in different parts of the world, this is suitable reading for postgraduates and scholars in the field of higher education, as well as senior management teams in universities and practitioners who work directly in the field of transformation in government, and university departments.

This book explores the key players, challenges and policies affecting higher education in Africa. It also explores the marketing strategies and the students’ selection process, providing theoretical and practical insights into education marketing in Africa.  

In particular, it focuses on the competition for students. The growing number of student enrolments, the public sector’s inability to meet the ever-increasing demands and new private universities springing up mean that it is essential for universities to identify their market and effectively communicate their messages. Although there has been substantial theoretical research to help shed light on students’ choices and universities'' marketing strategies, little work has been undertaken on higher education in the African context. Filling that gap in the research, while at the same time acknowledging the regional differences in Africa, this book offers empirical insights into the higher education market across thecontinent.