Many private universities in Nigeria are struggling with low enrollment figures, and the reason goes beyond tuition costs or academic quality.
Some universities have remained in name only. There is a huge enrollment shortfall in many private universities spread across the country. Some of them do not get even 100 candidates to choose through the Joint Admissions and Matriculation Examination (JAMB) processes.
Stakeholders argue that poor marketing strategies and increasing insecurity across the country have significantly limited their ability to attract and retain students.
Obviously, without strong visibility and a safe learning environment, many of these institutions are missing out on the huge membership numbers they aspire to achieve.
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Many of them are working with so few graduate students, it is difficult to imagine how they are managing to survive. While many parents shy away from sending their children to such institutions, especially outside city centres, a lack of willingness on the part of private universities to aggressively market their institutions has led to enrollment figures remaining very low.
Gift Osikoya, a parent, stressed that many private universities rely on traditional marketing methods and word-of-mouth promotion, which according to him is not enough to attract mass clientele.
He said, “In today's digital age, strong online presence, alumni testimonials, social media engagement and visibility of success stories are very important. If parents and students do not see value, they will not enroll.”
Furthermore, Osikoya said that due to insecurity in some parts of the country, parents are hesitant to send their children to institutions away from home, especially in rural areas.
“Safety is now a major factor in school selection,” he said.
He reiterated that high tuition fees by private universities scare off many parents, even at some faith-owned institutions.
“Private universities are generally more expensive, and with current economic realities, many parents prefer public institutions despite their challenges,” he said.
infrastructure
Osikoya stressed that some of the new private universities have not yet built strong academic reputations due to lack of infrastructure. Some of these universities operate in one or two buildings, which are not sufficient for a good learning environment.
He stressed, “Parents are cautious about investing in institutions they do not have confidence in; especially when those places lack the infrastructure, exposure, industry involvement and social life that attract youth.”
Jessica Osuere, Chief Executive Officer of RubyZhub Educational Services, revealed that the issue goes beyond just bad marketing.
“I think it mainly has to do with cost. How many Nigerian parents can afford to put their children into a private institution, especially when you have more than one child requiring tertiary education?
“Other issues include issues of safety, especially in rural areas, quality of teaching, proper accreditation, and whether children will get good jobs after graduation. When parents are unsure about these things, they tend to prefer more established schools,” he argued.
Stanley Boro, a senior lecturer at the Federal University, Otuoke in Bayelsa State, said that apart from poor marketing strategies and insecurity, many private universities lack the necessary manpower to run effectively.
“I think except a few, most of the private schools do not have the manpower to run the schools in terms of teachers.
“So, apart from poor marketing strategies and insecurity, there is also lack of manpower,” he said.
Boro called on the Federal Government and the National Universities Commission (NUC) to stop arbitrarily approving universities.
“I think the federal government and NUC should not approve schools without thinking,” he said.
Speaking with BusinessDaySunday, Ossie Mathew, a computer scientist, said the fear of insecurity could lead to over-subscription of universities in cities where students' parents live.
“I have learned that many parents do not want their children to go out of the particular city where they live. For example, those who live in Lagos look for universities located in Lagos for their children, no matter the cost. In fact, many people today are lobbying to ensure that such children are not sent out of Lagos for the NYSC scheme after graduation. This is an indication that things are generally worse in terms of insecurity. Are becoming so.”
Kate Adams, a mother of two graduate students, said she would never send her children out of the city where she lives, even if the university was offering them scholarships.
Adams said: “I will not allow any of my children to seek admission outside the town or city where I live. We hear and read about kidnappings of students and corps members on a regular basis. I do not have the strength for that kind of stress. Even if they were offered a scholarship, they would not go; of course, they would not even apply in the first place.”
Boom in private universities
According to a report on the NUC website, as of early 2026, there were over 150 licensed private universities in Nigeria, with recent reports indicating that following the approval of new institutions by the NUC, the number has reached about 160.
insecurity
The security crisis in Nigeria is also impacting the education sector. Founder of JEN, an initiative group empowering youth, Ibukun Bankole, said the reality is that insecurity in Nigeria has gone beyond a security challenge and is now a major driver of learning poverty.
Isaiah Ogundele, a teacher, stressed that safety should be prioritized over school selection, especially in a country like Nigeria.
“Consider safety first, take your child to a school that is located in a safe environment, because when there is life, there is hope,” he said.
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the way forward
Experts advocate visionary leadership of these private universities such as innovation, value creation and trust-building.
Osikoya urged managements of private universities to embrace entrepreneurship and skills-based programmes.
“Instead of competing broadly, private universities can focus on specific strengths such as technology, agriculture, entrepreneurship, health sciences; a strong position builds reputation faster.
“Parents will invest only where they see quality, safety and future opportunities,” he said.
Osuere urged private universities to improve teaching quality, ensure strong security, partner with companies for internships and jobs, and be open about their accreditation and outcomes.
“Flexible payment schemes and scholarships can also help. Also, the government needs to improve security and infrastructure in rural areas,” he said.
