Types and Location of Nigerian Universities

Marketing higher education in Africa is a growing research domain, and there is a shortage of knowledge about how higher education in Africa are marketing themselves towards prospective students. Despite inadequate funding for the existing tertiary institutions, there are growing numbers of Universities to meet the quest of students for higher education. Understanding the size and key stakeholders in this market is for both administrative and research purposes. Likewise, it is essential for strategic planning and developing effective marketing communications strategies. The paper presents an overview of Universities structure in Nigeria, recognising the different classification of the public and private Universities. The number of Universities across different states and geo-political zones are presented. The analysis offers both theoretical and practical implications for researchers, University managers and policymakers.

Types and Location of Nigerian Universities

Marketing higher education in Africa is a growing research domain, and there is a shortage of knowledge about how higher education in Africa are marketing themselves towards prospective students. Despite inadequate funding for the existing tertiary institutions, there are growing numbers of Universities to meet the quest of students for higher education. Understanding the size and key stakeholders in this market is for both administrative and research purposes. Likewise, it is essential for strategic planning and developing effective marketing communications strategies. The paper presents an overview of Universities structure in Nigeria, recognising the different classification of the public and private Universities. The number of Universities across different states and geo-political zones are presented. The analysis offers both theoretical and practical implications for researchers, University managers and policymakers.

The Influence of Social Media on Public Value: A Systematic Review of Past Decade

Social Media is accepted and recognized as the most effective medium in the field of marketing, higher education, customer’s relationship management, electronic word of mouth and in public administration. Social media is an important tool for economic development as its tools provide two-way communication and low-cost marketing, to gain information and communicate and build a relationship with its customers. While public value is used to check the influence of government actions to create values for its citizens. The main objective of this research is to systematically study the literature on social media and public value relationship. By reviewing the 36 articles, out of which 29 articles published in Scopus Index Journal from the year 2011 to 2018 and 7 articles published in Web of Science Index Journal from the year 2014 to 2018, this paper provides the data about these articles. The systematic literature review shows that most work has been done in developed countries. In this review, the main objective of these papers is also discussed.

Students as Valuable Customers

This article investigates the value of integrating a social media marketing (SMM) platform into customer relationship management (CRM) capabilities for marketing higher education (HE) services in Nigerian public universities. The qualitative research design and specifically multilevel face-to-face focus group (FG) and unsynchronized FG e-mail interviews were chosen for this study. The framework of analysis were undergraduates students in three public universities in Rivers State of Nigeria and three multilevel face-to-face FGs, and three unsynchronized e-mail interviews were held. Thematic template and content analysis techniques were employed for rigorous data analysis with NVivo 11. Four themes, market reach, academic coordination, post-academic services feedback, and students and staff collaboration, showed support for the role of SMM in CRM effectiveness for students’ recruitments and retention.