CURRENT MARKETING STRATEGIES IN HIGHER EDUCATION

Neviana Krasteva () and Aleksey Potebnya ()
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Neviana Krasteva: Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski
Aleksey Potebnya: Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski

Yearbook of the Faculty of Economics and Business Administration, Sofia University, 2025, vol. 24, issue 1, 151-167

Abstract: The article examines the evolving landscape of marketing strategies in higher education, focusing on how institutions leverage marketing to enhance their visibility and attract prospective students. By analyzing various marketing approaches and their impact on student recruitment, the study highlights the significance of tailored communication and online presence in today‘s competitive educational environment. The research methodology includes a comprehensive review of current marketing techniques, case studies of successful campaigns, and interviews with marketing professionals within the academic sector.

Keywords: marketing; higher education; student recruitment; online presence; marketing strategies. (search for similar items in EconPapers)
Date: 2025
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