By Dele Sobowale

For over 18 months, since the first articles about Nigerian universities were published, I have been announcing that close to 25 new private universities are on the way. The announcement on March 1, 2015 of the approval of nine new private universities did not come as shock to me. There are several other private universities racing to enter what was once a lucrative market but is now already glutted. Add to these, the Asaba University, which a gateman had misled me into believing that it is government-owned, and the known new universities now total 10.

I apologise to our readers for the error on the Asaba University. Next time, no matter how pressed for time, I will ensure to obtain the facts about ownership from a responsible official of the university. That said; let me start to address some of the matters arising from this sudden influx of new private universities into the Nigerian market.

The development portends both positive and negative consequences for the country. Permit me to start with the positive, if not for any other reason than that the owners of the new universities should be commended for taking the plunge into the now turbulent waters of providing education at the tertiary level.

To adopt the professional language of economics, the market has moved suddenly from an oligopoly (a market shared by few suppliers) to a free market (a market where pure competition exists. More choices are now available and fees should start coming down. Furthermore, competition improves standards. Innovation and quality service delivery will henceforth be the key to success. When Babcock, Igbiniedon and Madonna universities blazed the trail in 1999, each of the universities, on account of geographical location, Ogun, Edo and Anambra states respectively, enjoyed almost total monopoly in its domain.

Today, with the exception of the Northwest, Northeast and some parts of the Northcentral, no private university situated anywhere in Nigeria is now free from direct competition. The Southwest, especially Ogun State, is leading the transition from gentle rivalry to what will later become cut-throat competition. It is doubtful if any of the universities had included Marketing of Services in their plans. Yet, that is what will be needed for them to survive for long.

Before going on about the new universities, let me explain the importance of Marketing to the owners of the new universities and how indispensable it had suddenly become to universities – public and private – by asking a question. From the standpoint of the principles of Marketing, is there any substantial difference between marketing beer and education? The surprising answer is: None. Both satisfy the needs of a segment of society and are subject to the basic economic forces which determine the survival of organisations – irrespective of whether they are universities or breweries.

As it turns out, one of the new universities is situated almost on the same premises which used to belong to a brewery. The Michael and Cecilia Ibru University, at Orode, Delta State, now shares a boundary with SUPERBRU — the brewery which once marketed SKOL lager beer. I was once privileged to conduct a Sales Training Programme, lasting one week, for the staff of the brewery as a Senior Lecturer/Consultant at the Nigerian Institute of Management, NIM – after a successful career as Marketing Manager/Director in three different breweries. I have also visited the new Ibru University and readers should excuse me if no comments are made about it – except one.

The Ibru University illustrates the point made earlier about the competition facing private universities. Lined up against it are Novena, Western Delta, Asaba, and Eagle Universities – all private. In addition, it must contend with state and federal universities; not to mention one or two illegal institutions. Compared with private universities in Ogun State, the Ibru University is actually on easy street. The approval of Chrisland, Christopher, Hallmark and Mountain Top universities has brought them into competition with Babcock, Bells, Redeemers, Anchor, South-western, Crescent, Samuel Adegboyega and Mcpherson universities now operating in the state.

Let me end this first part by listing the nine new universities which will  soon be competing with others for everything from students, to staff to resources and recognition. They are: Augustine University, Ilara, Lagos; Chrisland University, Owode, Ogun; Christopher University, Mowe, Ogun; Hallmark University, Ijebu Itele, Ogun; Kings University, Ode-Omu, Osun; Michael and Cecilia Ibru University, Orode, Delta; Ritman University, Ikot Ekpene, Akwa Ibom and Summit University, Offa, Kwara.