Co-creation of Value by Universities and Prospective Students: Towards an Informed Decision-Making Process

Abstract

African Universities are making an effort to offer values and enhance the human resources and development of the continent. Also, there are growing demands for higher education places on the continent. This paper offers a theoretical insight into the value delivery systems of the Universities and the factors influencing choice. The chapter is theoretically positioned to recognise the co-creation of value between the University and prospective students. This chapter extends theoretical knowledge on value creation, student choice and marketing of higher education. Implications for managers with regards to the value audit, communication and engagement are also presented.