Browse Items (2870 total)

Understanding how student decides which University is important, more like understanding the consumer behaviour in order to develop the strategic marketing communications to engage with the students. In the competitive higher education market,…

The purpose of this exploratory study is to highlight the potential of sports and especially
football as a nation building tool. Taking the particular case of a little known name in
international football circles, the study highlights a potential…

This chapter provides insights into country-level case studies on the creative sub-sectors such as the Domestic Tourism Development Strategy in Nigeria and the Year of the Return initiative in Ghana – showcasing architectural feats and innovative…

The main purpose of this chapter is to interrogate the regulatory environment in Africa by exploring trends and developments within key intellectual property rights agencies and highlighting some of the challenges revolving around contracts…

This chapter discusses some of the internationalisation (e.g. mergers and acquisitions, networks and strategic alliances) of household names into Africa – especially in the aftermath two simultaneous events – that is, the African Continental Free…

This chapter offers some reflections on the use of social media public sector organisations in Africa. The first part proposes some social media use strategies that can guide the use of the technologies to achieve intended objectives. The chapter…

This chapter interrogates Africa’s public sector organisations’ major objectives for using social media. The review of the literature and social media accounts found that social media platforms are used to provide information to citizens. The…

Social media marketing is a major enabler of small- and medium-scale
enterprises (SMEs) venturing into the international markets (Berthon,
Pitt, Plangger, & Shapiro, 2012; Okazaki & Taylor, 2013). Social media,
as a resource to drive marketing,…

The higher education landscape is changing. The global competition for students’ enrolments has increased around the world. Universities are competing within their home market as well as in the international market. As government funding for public…

The higher education landscape is changing. The global competition for students’ enrolments has increased
around the world. Universities are competing within their home market as well as in the international market. As
government funding for public…