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This research aims to identify conceptual and methodological aspects of marketing strategies in Higher Education Institutions.

Marketing strategies in higher education institutions: a systematic literature review

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This research aims to identify conceptual and methodological aspects of marketing strategies in Higher Education Institutions.
Conducted a systematic literature review of 229 documents from Scopus published between 1981 and September 2025.
Utilized the PRISMA 2020 methodology for selection and analysis.
Identified 25 key topics in marketing literature relevant to higher education, including branding and digital marketing.
Noted conceptual and methodological aspects, future work areas, and limitations related to marketing mix elements.

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Systematic literature review identifies effective marketing strategies in higher education, suggesting improvements for decision-makers.

Lavandera et al. (2026) studied this question.

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