Universities in a competitive global marketplace

TLDR: In this paper, the authors explore the nature of the marketing of higher education and universities in an international context and make recommendations for further research in this field, and find that potential benefits of applying marketing theories and concepts that have been effective in the business world are gradually being recognized by researchers in the higher education field.

Abstract: Purpose – The purpose of this systematic review was to explore the nature of the marketing of higher education (HE) and universities in an international context. The objectives of the review were to: systematically collect, document, scrutinise and critically analyse the current research literature on supply‐side higher education marketing; establish the scope of higher education marketing; identify gaps in the research literature; and make recommendations for further research in this field.Design/methodology/approach – The approach for this study entailed extensive searches of relevant business management and education databases. The intention was to ensure that, as far as possible, all literature in the field was identified – while keeping the focus on literature of greatest pertinence to the research questions.Findings – The paper finds that potential benefits of applying marketing theories and concepts that have been effective in the business world are gradually being recognised by researchers in the ...