Typology of Nigeria universities: a strategic marketing and branding implication

The chapter aims to provide a holistic view of the higher education market in Nigeria by explicitly focusing on the universities. The chapter achieves this by, firstly, providing an insight into the ownership structure of Nigerian universities, identifying the role of the government, and private individuals and organisations in developing the higher education landscape of Nigeria. Secondly, the chapter discusses the heritage of Nigerian universities, highlighting development across eight different generations to the present. Thirdly, the chapter presents the structures in place for teaching and learning, based on the programmes being offered by the universities, an emphasis on the curriculum and meeting the human resources demands for the country. Fourthly, the brand identities of the universities are explored to understand better how universities in Nigeria are being branded with a named identity and the different approach adopted by the public and private universities. Lastly, the chapter explores the location and distribution of universities across the geopolitical zones of the country. Although the study solely focused on Nigeria, it is anticipated that this study will contribute to the ongoing research on understanding and marketing higher education in Africa. Hence, making relevant theoretical implications for academic researchers and students with interests in higher education management, policy development, and marketing higher education in Africa