African Research Journal of Education and Social Sciences, Vol. 10 (2), 26-36, 2023 Author: Estácio Dinazarte Omar Rajá Eduardo Mondlane University, Maputo, Mozambique Avenida Julius Nyerere, Nr. 3453, Campus Universitário Principal, Maputo, Moçambique Email: estacio.raja@uem.ac.mz Abstract: In the increasingly competitive higher education market, institutions are adopting a market-oriented approach that places students as the key…