1. Exploring Factors Influencing Student Choice in Africa: Introduction to Edited Collection

Understanding this student choice is essential for the marketing strategies of the universities. This process has been extensively researched in literature. This plethora of knowledge, however, has focused on developed countries, leaving a gap in our knowledge about student choices in Africa. This chapter introduces the coverage and contents of the edited book which explores student choices in Africa. This book on Higher Education Marketing in Africa—Explorations on Student Choice focuses on different factors that influence the choice of prospective students in Africa to study at a university. The authors have covered different geographies on the continent and employed different methodological approaches to reach their study conclusions. The authors’ affiliations are also international in scope. The collection reflects the diversity and breadth of current research within this stimulating and evolving research area.