Sustainability marketing and African university brands: The case of the university of Ghana

Abstract

Sustainable business practices are now a non-negotiable way of conducting business globally. We set out in this chapter to investigate sustainability marketing practices in Ghana’s oldest University given the fact that universities around the world are striving to forge symbiotic relationships with their numerous stakeholder constituents for survival and growth. We employed a qualitative research approach to examine sustainability marketing practice in Ghana, using University of Ghana (UG) as a case study. Face-to-face in-depth interviews were conducted with key administrators of the university who were selected purposively to address the research objectives. This was complemented with a review of documented secondary information sourced from UG. Thematic analysis was employed in analyzing data collected. Findings of the study indicate that UG has operational structures in place that enable the implementation of Sustainability Marketing. Notwithstanding the numerous benefits associated with it, the study identified several challenges that the UG brand needs to surmount for effective implementation of its SM programmes.