Co-creation of Value by Universities and Prospective Students: Towards an Informed Decision-Making Process

African Universities are making an effort to offer values and enhance the human resources and development of the continent. Also, there are growing demands for higher education places on the continent. This paper offers a theoretical insight into the valu

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Higher Education Marketing in Africa Explorations into Student Choice

Higher Education Marketing in Africa

Emmanuel Mogaji · Felix Maringe · Robert Ebo Hinson Editors

Higher Education Marketing in Africa Explorations into Student Choice

Editors Emmanuel Mogaji Department of Marketing, Events and Tourism University of Greenwich London, UK

Felix Maringe University of the Witwatersrand Johannesburg, South Africa

Robert Ebo Hinson Department of Marketing & Entrepreneurship University of Ghana Business School Legon, Accra, Ghana

ISBN 978-3-030-39378-6 ISBN 978-3-030-39379-3  (eBook) https://doi.org/10.1007/978-3-030-39379-3 © The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Palgrave Macmillan imprint is published by the registered company Springer Nature Switzerland AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland

Contents

Part I  Introduction 1

Exploring Factors Influencing Student Choice in Africa: Introduction to Edited Collection 3 Emmanuel Mogaji, Felix Maringe, and Robert Ebo Hinson

Part II  Choice and Decision Making 2

Co-creation of Value by Universities and Prospective Students: Towards an Informed Decision-Making Process 17 Robert Ebo Hinson and Emmanuel Mogaji

3

Understanding High School Students’ University Choice: Implications for Marketing and Management of Higher Education in Ghana 47 Clement Adamba v

vi      Contents

4

Delving into Undergraduate Students’ Choice of Higher Education in Uganda 79 Godwin Tindyebwa Muhangi

5

International and Southern African Perspectives on Choice and Decision-Making of Young People in Higher Education 107 Felix Maringe and Otilia Chiramba

Part III  Factors Influencing Choice 6

Factors Influencing Students’ Choice of a F