Marketing Higher Education

Marketing higher education (MHE) refers to a range of activities (e.g., market analysis, strategies and planning tools, implementation and feedback mechanisms) designed to efficiently build stakeholder value for higher education institutions (HEIs). Marketing efforts are designed to engage interest in the institution to attract high-quality prospective students, faculty, researchers, and funding and to improve the satisfaction and loyalty of customers (e.g., students, faculty, employers, community partners). Maintaining good relationships with stakeholders and building brand recognition for the institution help enhance prestige and status for colleges and universities. Marketing occurs both in-house at HEI as well as through the hiring of relevant marketing/consulting firms outside the institution.

Colleges and universities, as providers of educational services, seek to deliver value to their stakeholders. The competition for students, research ...