Emerging Business and Economic Trends: Innovation and Inclusion
Articles

Marketing and Promotion in Higher Education

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  • Neelanjan Mitra,
  • Bikash Panja
Neelanjan Mitra
Dept. of Management Studies, Swami Vivekananda University
Bikash Panja
Dept. of Mechanical Engineering, Swami Vivekananda University

Published 2025-12-23

Keywords

  • Institute branding,
  • marketing strategies and promotional techniques,
  • student engagement in academics,
  • digital marketing

How to Cite

Mitra, Neelanjan, and Bikash Panja. “Marketing and Promotion in Higher Education”. Swami Vivekananda University Press, Dec. 2025, pp. 77-88, https://swamivivekanandauniversitypress.com/index.php/svup/article/view/381.

Copyright (c) 2025 Swami Vivekananda University Press

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Abstract

The higher education landscape has been undergoing a rapid and remarkable transformation in recent decades, resulting from intensifying global competition among institutions. It means that universities and colleges have to now compete when it comes attracting new students, retaining the existing ones, building up their brand equity through a variety of marketing tactics given how expensive higher education has become. In this review, we will focus on the growth of marketing and promotion in higher education segment then compare different strategies, tools used for marking looks into the significance of digital marketing, branding & student engagement and internationalization that drive a more challenging environment for marketers. It explains the legal and ethical environment that is shaping marketing; to what extent it can be considered a commercial practice within higher education, discussing trends for future marketing. This review provided an extensive examination and considered that marketing was crucial for the delivery of institutional goals through specific topics, meanwhile suggests potential initiatives to be conducted in future research.

DOI - https://doi.org/10.65525/SVUP.9788199651531.2026.77-88

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