Marketing approach to construction and architecture: problems and experience of African countries

Abstract

Africa is now facing a major demographic challenge. According to recent United Nations projections, the continent is expected to double its population by 2050, from one billion people today to nearly 2.4 billion. Above all, half of its inhabitants will then be under 25, which raises the urgent question of the capacity of its economy to absorb the millions of new entrants who will inflate its job market but also all this population will need a roof over their heads, mobility infrastructures for their movement, hospitals for care, schools, universities to be supervised. World population growth has halved since the 1960s, according to one study. It now stands at 1% per year. The population of sub-Saharan Africa, for its part, continues to grow by 2.7% per year due to continued high fertility. Young people under 25 now make up 62% of its population, compared to 44% in all developing countries and 27% in developed countries. Between 2000 and 2014, sub-Saharan Africa also returned to strong economic growth of 5.1% per year. Most African countries then showed their desire to become emerging countries in their development plans or medium-term visions. But this growth has slowed sharply since 2015. The objective of this study is to propose a means by which an architect or a construction company comes to overcome the urban planning, housing and infrastructure problem that is looming on the horizon and at the same time will promote the marketing of the company since it will be directly in projects that directly and intimately affect society. JEL: J11, R3, L1.