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The research aims to analyze effective marketing communication strategies in higher education institutions.

Unboxing higher education institutions’ marketing: A bibliometric analysis of effective communication strategies

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The research aims to analyze effective marketing communication strategies in higher education institutions.
Conducted a bibliometric review of marketing communication literature in higher education.
Utilized performance analysis to identify dominant trends and gaps in the field.
Applied science mapping to visualize the impact of digitalization on communication strategies.
Identified a growing interest in marketing practices among higher education institutions.
Revealed a significant shift from traditional to digital communication methods.
Highlighted the need for innovative approaches and social media integration in marketing strategies.

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This bibliometric analysis identifies communication trends in higher education, suggesting avenues for enhancing outreach and branding.

Macarena Orgilés-Amorós (2026) studied this question.

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