¿Emmanuel Mogaji holds a Ph.D. in Marketing, and is a Lecturer in Advertising and Marketing Communications at the University of Greenwich, a Fellow of the Higher Education Academy (HEA) and a Certified Management & Business Educator (CMBE). Emmanuel's primary area of interest is ABCDE - advertising, branding, communications, digital and ethics - of marketing communications, with a strong focus on higher education and financial services marketing. He has published several peer-reviewed journal articles and book chapters and presented his work at numerous national and international conferences. He has also co-edited books on marketing higher education in Africa published by Routledge and Springers Nature. He received the 2019 Emerald Literati Highly Commended Paper Award.

Part 1: Introduction.- Chapter 1: Exploring factors influencing student choice in Africa: Introduction to Edited Collection.- Part 1: Choice and Decision Making.- Chapter 2: Co-Creation of Value by Universities and Prospective Students: Towards an Informed Decision-Making Process.- Chapter 3: Understanding High School Students' University Choice - Implications for Marketing and Management of Higher Education in Ghana.- Chapter 4: Delving into Undergraduate students' choice of higher education in Uganda.- Chapter 5: International and Southern African perspectives on Choice and decision making of young people in Higher Education.- Part 2: Factors influencing Choice.- Chapter 6: Factors Influencing Students' Choice of a Federal University: A Case Study of a Nigerian Federal University.- Chapter 7: Evaluative Criteria for Selection of Higher Education Institutions in Nigeria.- Chapter 8: Factors Influencing Post Graduate Students' University Choice in Nigeria.- Chapter 9: Factors and Sources of Information that influence a Student's University of Choice.- Chapter 10: Consumer behaviour and student motivation influence the choice of higher learning institutions in Africa.- Part 3: Attracting Prospective Students.- Chapter 11: Minding the Gap: An assessment of the quality of course information available on the websites of African Universities.- Chapter 12: The importance of University Rankings for Students' University of Choice: A South African perspective.- Chapter 13: Narrative Experiences of Doctoral Students' Vulnerability in South Africa.- Chapter 14: Making a Private University Appealing to Prospective Students: A Case of Covenant University.- Part 4: Conclusion.- Chapter 15: Student University Choice Making in Africa: Emerging Challenges, Opportunities and Agenda for Research, Practice and Policy.