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Exploring Factors Influencing Student Choice in Africa: Introduction to Edited Collection Read chapter Read first chapter

2020 | OriginalPaper | Chapter

14. Making a Christian Private University Appealing to Prospective Students: The Case of Covenant University

Author : Stella Aririguzoh

Published in: Higher Education Marketing in Africa

Publisher: Springer International Publishing

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Abstract

Private universities have entered into the higher education service provision market in Nigeria. With many of them competing for prospective student enrolment, it is not surprising that some of them have deployed marketing strategies to attract students and make them stand out in this cluttered market. This paper examines how Covenant University, a Christian faith-based university and the acclaimed leader in the private university industry in the country has marketed itself. It found that it uses its products, people, work processes and serene physical location to attract new students. Importantly, its relatively high tuition fees positions it as the school for the children of the elites.

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previous chapter Experiences of Doctoral Students’ Vulnerability in South Africa
next chapter Student University Choice Making in Africa: Emerging Challenges, Opportunities and Agenda for Research, Practice and Policy
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Metadata
Title
Making a Christian Private University Appealing to Prospective Students: The Case of Covenant University
Author
Stella Aririguzoh
Copyright Year
2020
Book
Higher Education Marketing in Africa

Print ISBN: 978-3-030-39378-6

Electronic ISBN: 978-3-030-39379-3

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-39379-3_14