Challenges and Marketing Strategies for Young African Universities
Dr. George Stanley Kinyata1, Prof. Kaaya Siraje2
Citation : Dr. George Stanley Kinyata, Prof. Kaaya Siraje, Challenges and Marketing Strategies for Young African UniversitiesInternational Journal of Research in Sociology and Anthropology 2018, 4(4) : 39-45.
The article shows the challenges young Universities meet, particularly African Universities and
also how they change their tactics to win these battles and to survive and flourish in the changing world. The
Challenges shown in this article which many Universities have faced over the past four decades have resulted
in important transformations in the scope of their mission, governance and relations with wider national,
regional and global economics and societies. This article spells out these challenges, threats and strategies to
continuously improve their programs, teaching, and provision of learning facilities and to find the right way
to the Black Box of the consumer (students and other stakeholders). The article puts more emphases on
marketing strategies of African Universities in their journey to excel generation and dissemination of relevant
knowledge and skills development for lifelong learning and community service. The article shows how the
education industry is facing lots of challenges and how marketing is the way that helps to reduce the costs of
Education, increases the number of high achieving students and help Universities to boost their position in
the Market, helps to elevate the brand and reputation.
Lastly the article talks about the growth, the impact and importance of University rankings which is a key
contemporary issue in strategic management of higher education. Rankings are highly based on research
outcomes though there are more institutions worldwide which are not considered in these ranking criteria
because they are more teaching oriented and concentrate on Arts and Social Sciences. Rankings are used
either as performance Indicators or as tools for choosing places of study. These rankings should take into
consideration of the establishment period of Universities. The article advises young Universities how to think
globally to find the right way to global competition.