This paper examines the implementation of market-led strategies in Nigerian university management and its transformative impact on higher education institutions. In response to changing societal needs and economic demands, Nigerian universities are increasingly adopting market-led approaches to enhance their competitiveness, relevance, and sustainability. By embracing principles of market orientation, customer focus, and responsiveness to stakeholders, universities seek to improve student recruitment, academic program development, research commercialization, and industry collaboration. Through case studies and empirical analysis, this study assesses the implementation process, challenges, and outcomes of market-led strategies in Nigerian university management. The findings highlight the potential benefits of market orientation in enhancing institutional effectiveness, fostering innovation, and driving organizational change in higher education.

Nigerian universities, Market-led strategies, Higher education management

Okeke, E. C. (2014). Private University Education in Nigeria: Challenges and Prospects. Journal of Education and Practice, 5(16), 100-105.

Oyelade, O. J., Adeyemo, S. A., & Adeoti, J. O. (2015). Financing higher education in Nigeria: Public and private universities in focus. Journal of Educational and Social Research, 5(2), 15-24.

Udoh, E. M., & Inyang, N. E. (2017). The challenges of university education in Nigeria: A review. International Journal of Research in Social Sciences, 7(8), 25-33.

Amucheazi, E. C., & Nwajiuba, C. A. (2016). Market-driven quality assurance mechanisms and the future of Nigerian universities. Journal of Education and Practice, 7(12), 34-40.

Babalola, M. O. (2015). Privatization of higher education in Nigeria: Implications for quality assurance. International Journal of Education and Research, 3(1), 1-12.

Adedokun, O. A., & Olojede, A. A. (2018). Marketisation of higher education and the dilemma of funding public universities in Nigeria. European Journal of Education Studies, 4(8), 35-44.

Akinpelu, O. A. (2019). Privatization and commercialization of higher education in Nigeria: Implications for access and equity. Journal of Education and e-Learning Research, 6(1), 1-10.

Okebukola, P. A. (2015). Private universities in Nigeria: Achievement and challenges. Journal of Higher Education and Research Society, 3(1), 35-46.

Adebayo, A. G., & Awodun, A. O. (2015). Assessment of market orientation in Nigerian universities. International Journal of Humanities and Social Science Research, 5(1), 1-12.

Olusakin, O. J., & Salami, A. O. (2016). Privatization and commercialization of higher education in Nigeria: A review of the challenges and prospects. International Journal of Academic Research in Education and Review, 4(3), 50-59.