Co-creation of value by universities and prospective students: towards an informed decision-making process

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. University is delivering value through their teaching, curriculum relevance and development courses. They offer values with regards to education for enhancing human resources of a country and research making impacts in the society. Prospective students engaging with these values through their decision-making process is however essential, presenting a common ground for informed decision making which is anchored on information provided by the Universities and information processing by the students. African Universities must make information readily available to prospective students in order to make an informed decision. 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