Dr. Africa Makasi

Dr. Africa Makasi: (PhD, MSc, BBA)

Senior Lecturer in Marketing (HPGSB) 

Dr. A. Makasi is an accomplished university senior lecturer and business consultant with over 10 years university lectureship experience. His publication interests are in e-marketing, disruptive innovation, consumer behavior and service quality. He is an avid reader and an accomplished educator who has fully mastered the art of blended teaching, an approach he has applied with distinction in all his teaching. His prowess in marketing is enhanced by an impeccable practical working experience in the public and private sectors for which he has worked at senior management level. He has worked fulltime at several Zimbabwean Universities including Chinhoyi University of Technology (CUT), Harare Institute of Technology (HIT) and Midlands State University (MSU). Dr Makasi is a passionate life-long learner and is currently pursuing studies in Post graduate Diploma in Project Management with University of Stellenbosch Business School.   He is a holder of a Bachelor of Business Administration Degree (Marketing), Master of Science Degree in Marketing (NUST, Zim); PhD in Marketing (UKZN, RSA).

 

Research Interest:

Marketing strategy; Consumer behavior; Branding; Relationship marketing; M-marketing and Services marketing. 

 

Book Chapters

Book Title:Technology driven Curriculum for 21st Century Higher Education students in Africa

Chapter Title:Prior access to modern learning technologies as a predictor of post-admission dissonance in African Universities: Evidence from Namibia and Zimbabwe (Saruchera, F. & Makasi, A. 2017). Langaa Research and Publishing Common Initiative Group, Cameroon. ISBN: 10-9956-762-47-4.


Refereed Journal Publications

Nyagadza, B.; Kadembo, E. and Makasi, A. (2019). An application of impression management theory on corporate  storytelling for branding in examining internal stakeholders’ corporate brand perceptions. The Retail and Marketing Review15, 39 – 50.

Saruchera, F. and Makasi, A. (2017). Prior access to modern learning technologies as a predictor of post-  admission  dissonance in African Universities: Evidence from Namibia and Zimbabwe in Technology driven Curriculum for 21st Century Higher Education students in Africa.

Makasi, A and Govender, K (2016).  Validating Marketing strategy Measures for a globalized Developing  Country. International Journal of Business Management Dynamics. 1(1)1-11.

Makasi, A and Govender, K (2015).  Rethinking marketing strategy and National Policy in clothing and  textiles: The case of Zimbabwe. African Journal of Business and Economic Research. 10(2&3) 115- 141.

Makasi A.; Govender K., and Tapfuma L. (2014).Succeeding through Disruption: Exploring the Factors Influencing the Adoption of Disruptive Technologies in the Mobile Telecommunications Industry in Zimbabwe.Mediterranean Journal of Social Sciences. 5(20)2550-2558.

Makasi A.; Govender K., and Madzorera N. (2014).Re-Branding and Its Effects on Consumer Perceptions: A Case Study of a Zimbabwean Bank.Mediterranean Journal of Social Sciences. 5(20)2582-2588.

Makasi, A and Govender, K (2014).  Price as a Proxy of Quality: Achieving Something Out of Nothing through the Placebo Effect. Journal of Economics. 5(3)239-246.

Makasi A.; Govender K., and Rukweza C. (2014).Building Brand Equity through Advertising.Mediterranean  Journal of Social Sciences. 5(20)2613-2624.

Makasi A.; Govender K., and Munyoro T. (2014). The Effects of Corporate Social Responsibility (CSR) on  Corporate Brand Positioning.Mediterranean Journal of Social Sciences. 5(20)2597-2607.

Makasi, A and Govender, K (2015). Globalization and marketing strategy formulation - a qualitative study of the   clothing and textile industry in Zimbabwe.Journal of Global Economics, Management and Business Research, 5(3)152-165.

Makasi, A and Govender, K (2015).  Validating value chains in higher and tertiary education: Setting the development agenda for Africa. European Journal of Business and Social Sciences. 4(2)30-43.

Makasi A.; Govender K. (2015). Globalization and Sustainable Development: A conceptual Model. Mediterranean Journal of Social Sciences. 6(4)341-349.