Qualitatively exploring the effect of change in the residential environment on travel behaviour Author links open overlay panelTemitopeFarinloye a EmmanuelMogaji b StellaAririguzoh c Tai AnhKieu d Show more

An understanding of postgraduate students' choice criteria for universities selection is essential for marketing higher education, securing the long-term success of the universities, as well as its marketing strategy. While previous studies have focused on developed countries and undergraduate students, this chapter explores factors influencing postgraduate students' decision making. The study recognises that the rapid expansion of the enrolment of undergraduates has also stimulated students' enthusiasm for postgraduate studies and importantly, postgraduate students have prior experience in a university service environment (compared to undergraduate students). The semi-structured interview was conducted with firstyear postgraduate students at a private university in South-West, Nigeria. Some of the participants were new to the university while some did their undergraduate studies there. Findings from the study revealed four key factors which are the desire to study for a postgraduate degree, the facilities of the University, including its geographical location, the courses on offer and influence of other stakeholders like parents, siblings and friends. This influence of stakeholders aligns with the fundamental values in a collectivist culture like Nigeria. This study contributes to literature on higher education marketing, especially in Africa and for postgraduate students. The chapter presents an integral insight into marketing higher education in Nigeria and Africa, as this is an under-researched area.

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Visual identities are arguably the most prominent manifestation of a brand, and with universities around the world are behaving increasingly as corporations, there creative efforts towards rebranding and changes in their logo are recognised. Using the African higher education sector as an example, this chapter draws on the theories of corporate visual identities to provide a theoretical framework for African universities' corporate visual identities. In so doing, this chapter advances theory in brand identity, design, and development. While there are many forms of visual brand identifies, this chapter focuses especially on logos. The logos of the top 200 universities in Africa were analysed to understand the creative elements adopted in creating the visual brand identities for these universities. The study found that overall there appears to be a lack of understanding with regards to the creative design of brand identities by African universities, though with some exceptions as illustrated in the top 20 logos selected in the chapter. The chapter concludes with some suggestions to extend the current body of knowledge in the literature on the corporate logo and corporate visual identity, especially with a focus on HEI brands in the African context. This study presented a theoretical framework of universities' brand identities which focuses on the shape, colour, and typeface of the logo.

<div>Social media has been described as a platform for discussing ideas, communicating experiences and exchanging knowledge. It has changed the way individuals interact, providing massive amount of data and rich market insight as customers and brands engage and build relationships. This public declaration is of great concern for any organisation as it transfers the power to shape brand images from the hands of advertisers to the words of consumers’ online connections.</div><div>This chapter sets an agenda proposing the possibilities of qualitatively analysing user-generated content on social media platforms to provide insight into attitudes towards advertisements and their brands. Unlike participants being interviewed in a focus group, filling in questionnaires or neuroscience providing insight into how the mind perceives advertisements which typically requires expensive, bulky equipment and lab-type settings that limit and influence the experience, this is readily available public data which can be thematically analysed to add to existing knowledge.</div><div>Presenting the idea, publicly declared responses to the advertisements of UK banks on Facebook were analysed in order to gain insight into their perceptions and attitudes towards the advertisements and their brands. An outline of how to perform an analysis of user-generated content was provided to buttress the research method. Challenges and limitations of this research method were also considered.</div>

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