Market Orientation for a Contextualized Professionalization of Higher Education in Africa: State of Art
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Abstract
Market Orientation is a managerial philosophy governing the behavior of all actors in an organization to create greater value for the benefit of all stakeholders. Considered in the field of education, this managerial culture presupposes questioning and involvement of the various stakeholders (students, companies, university competitors, etc.) allowing consideration of educational actions for the benefit of all these actors. The professionalization of teaching has been one of the major challenges of African educational systems for several decades. To meet this need, African governments have imported several education systems, the latest of which is the Bachelor-Master-Doctorate (BMD) system. We aim in our paper to posit that Africa was not ready for a world uniformization of diploma as BMD subsystem implemented. In this review of the literature, we compare publications to present the concept of Market Orientation, its conception in higher education and how it can be used to achieve goals of contextualized professionalization, using the Thirty Glorious Years and that of China’s period of industrialization to support understanding. This review finds that implementation of a market-oriented culture can allow higher education to offer a response adapted to the expectations of society through five points summarized as 1) Orientation toward Policy-Makers; 2) Enterprises Orientation; 3) Competition Orientation; 4) Teachers and Students orientation; 5) Inter-functional coordination.
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