Africa has become an increasingly important continent that provides a fit within many internationalisation agendas, whether for student and staff recruitment, academic and corporate partnerships, curriculum development or purely cultural and socio-economic research. Worldwide, globalisation, terrorism, health risks and government policy factors have all impacted on the development of international education strategies; thus, it is vital that international education providers aim to spread risk and look toward relatively untapped regions to enable a more diverse and productive portfolio. India, China, North America and traditional student markets have been shrinking, accompanied by an increasing number of challenges in these markets; moreover, the next few years will undoubtedly continue to bring further uncertainty and definitive paradigm shifts. One way to mitigate potential risks is for you to start delving deeper into the African market. However, Africa, while full of opportunities, also has its own unique challenges, such as corruption and security issues, which can be a deterrent to institutional marketing initiatives.As international education providers, we are challenged to navigate the intricacies and overcome every obstacle. Determining trends in international education, creating and implementing strategic plans and collecting and analysing data to further our agendas as education providers are integral aspects of our job, but it seems that these responsibilities have become more challenging in Africa.
At the core of this call is the need to balance the influence of the external and internal forces that shape international education providers’ marketing initiatives in Africa. So many of our challenges in Africa, while not within our control, can still be moulded in the most positive manner possible. To do this, we need to appreciate the power of narrative in making our cases. We need to learn from those that are currently navigating and making headway in the African market. Africa may be a difficult market, but it can also be rewarding. ASRC provides that platform where everyone, both new and veteran meet to share ideas and learn from each other.
Worldview is an innovative, fast-growing company providing targeted solutions for the education sector in Africa through research, events, training, and technology.
We are a global firm, comprising more than 200 consultants and nearly 50 research and education professionals.