Abstract
Marketing in higher education is gaining popularity all over the world as it enhances the reach of educational institutions by offering immense information to stakeholders. Social media marketing plays an important role in marketing educational institutions and increasing engagement, brand awareness, and hence brand equity. Considering the increasing interest of practitioners and scholars in this area, this review synthesizes the literature, reviews the conceptual foundations and methodologies, and uncovers the attributes of marketing education. Additionally, this review finds the research gaps and research questions on theory development, the context, characteristics, and methodological approaches of existing literature.
Purpose-marketing in higher education has emerged as a popular area for students and research scholars as it enhances the reach, awareness, and engagement of educational institutions. Despite the vast literature, there is a lack of review papers in this area. So, to fill the gap, this study aims to review the literature on marketing for higher education through TCCM (theory, context, characteristics, and methodology) Analysis.
Design/Methodology: This study undertakes the analysis of existing literature on marketing for education, including 64 documents, using content analysis from a TCCM analysis.
Findings: The study identifies the common threads, trends, and shifts in marketing for education research. We place our findings against the technological, functional, social, financial, geographical, and behavioural landscape into changing concepts of marketing for education and identify the gaps challenges and future research directions.
Research Limitations and Implications
Originality/Value
Keywords: marketing, branding, marketing strategies, educational institutions, higher educational institutions (HEI), TCCM, university.
Key Contributions to Academics and Practitioners
The literature review can be beneficial for the top management and give them strategic suggestions regarding the marketing strategies of higher education institutions.