ABSTRACT

Abstract

This study examined the role of media coverage in the ranking universities and its influence on the private investment decisions in University in Africa. Using the descriptive survey design and purposive sampling technique to select 62 respondents comprising of 42 students and 20 parents/Guardians to ascertain their perception on the extent to which media coverage, with particular reference to university ranking reports correlates with education consumer investment decisions in university education. An online questionnaire tagged “Questionnaire on Media Ranking Reports and Private Investment in University Education (QMRRPIUE)” and secondary data from available literature were used as instruments to collect the data for the study. The data collected were analysed using the correlation statistical analysis. Media coverage, university ranking in particular had a significant positive correlation with education consumers’ investment decision in University education. A balanced media coverage of universities issues; creation of deeper awareness and effective communication network with news reporters as an investment in public understanding of what is happening in the school and partnership with grassroot global media outlets for effective information dissemination as a way forward amongst others.