Words Matter: Content Analysis of Higher Education Mission Statements in Zambia
Author: Ms Mashombotwa Mukwena
Abstract: A mission statement (MS) is a widely used strategic tool in organizations. Higher Education Institutions (HEIs) declare intent in their mission statements. Despite being standard practice, little quantitative empirical research has been conducted on mission statements and most studies have a qualitative global north focus. This study conducts a content analysis of Zambian HEIs’ mission statements through text mining in order to determine what are the key components of mission statements in Zambian HEIs. Utilizing software (Voyant Tools©) differences and similarities in corpus (text) trends between 8 public and 37 private HEIs in Zambia revealed a distinct difference between Public and Private HEIs with the former emphasizing research and consultancy while the latter focused on equipping students for professional roles.