Marketing approach in global higher education System

The paper focuses on applying and implementing marketing concepts to the higher education sector. It starts by shortly reviewing some of the main marketing concepts and continues with an overview of how such marketing concepts can be relevantly used for the higher education sector. The extent and limits in their application are identified and discussed and the paper also suggests which of the marketing ideas are already highly used in higher education and which ones still have to be developed. The paper also highlights and analyses that image of the higher education sector or organisation can be enhanced through the adoption of marketing concepts.