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 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 the continent.

Strategic Corporate Communication in the Digital Age explores how contemporary communication approaches are crossing boundaries as innovative media formats and digital transformations offer new challenges and opportunities to academia and practitioners.

Volume XIII includes scientific articles and reports from the 16th International Scientific Conference on the topic of „The science and digitalisation in help of business, education and tourism“, September 7th -8th , 2020, Varna, Bulgaria.

African nations are seeking ways to build strong institutions that are development-oriented and people-centred. Extant literature has reported the negative consequences of ineffective government communications with the public. In response, this book — the first of a two-volume edited work — focuses on marketing communication themes related to branding, public relations, trade fairs and exhibitions, and public sector communications. Public sector marketing communication plays a crucial role in bridging the gap between society and the government. Building a relationship with the public through appropriate communication tools and platforms is sacrosanct to restoring public sector image and trust. The book supports this effort by sharing conceptual and theoretical research towards the marketisation of Africa’s public sector as it strives to become an effective partner with the public it serves. Together with the second volume, which focuses on traditional and digital perspectives, this collection fills an existing information gap that is evident in Africa’s public sector.

The surge in the demand for higher education is closely connected with the liberalization and globalization of education. Websites and social media have been chosen for promotional purposes for obvious reasons – they are globally accessible. For rapid communication of a significant amount of information, virile institutional websites and social media spaces with promotional messages have become very important assets for higher institutions and their stakeholders. Transformation of Higher Education Through Institutional Online Spaces presents multidisciplinary and interdisciplinary approaches to promotional discourses as presented on higher institution online spaces. Covering topics such as brand building and marketing, content marketing, curriculum marketing, digital marketing, higher education digital marketing, and higher education marketing campaigns, this book is ideal for educational website managers, educational institution managers, public relations units, researchers, academicians, practitioners, instructors, and students.

This book explores the challenges and precarity of higher education post-pandemic, explicitly focusing on higher education in emerging countries. Looking beyond the pandemic, the editors and contributors provide a holistic view of the residual legacies of global health crises like COVID-19 in developing countries. The book calls for the need to reimagine, reevaluate and reposition the higher education system: exploring the challenges experienced by students, staff, administrators and other stakeholders. Bringing forth insights from researchers, practitioners and senior leadership, the book shares theoretical and practical insights on dealing with the aftermath of a pandemic and what can be learned for the future. It will be of interest and value to researchers, practitioners and leaders who wish to understand a develop new approaches for their teaching and management post-pandemic.

As higher education institutions adapt to an increasingly digital world, it is imperative that they adopt technological techniques that allow them to establish a digital presence. Academic e-branding involves managing a university’s brand and image to promote and build the reputation of the institution, especially in regards to its student and faculty research and achievements. Without a solid digital presence, higher education institutions may struggle to remain competitive. Improving University Reputation Through Academic Digital Branding is a critical scholarly publication that explores digital branding and its role in establishing the reputation of academic institutions and programs. Featuring a range of topics including digital visibility, social media, and inclusive education, this book is ideal for higher education boards, brand managers, university and college marketers, researchers, academicians, practitioners, administrators, and students.

This book comprises select proceedings of the 1st International Conference on Computational Intelligence for Engineering and Management Applications (CIEMA - 2022). This book emphasizes applications of computational intelligence including machine intelligence, data analytics, and optimization algorithms for solving fundamental and advanced engineering and management problems. This book serves as a valuable resource for researchers, industry professionals, academicians, and doctoral scholars in engineering, production, thermal, materials, design, computer engineering, natural sciences, and management who work on computational intelligence. The book also serves researchers who are willing to use computational intelligence algorithms in real-time applications.