A Systematic and Updated Review of the Literature on Higher Education Marketing 2005–2019

Izhar Oplatka*, Jane Hemsley-Brown

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

6 Scopus citations


The purpose of this review is to identify key research themes in the field of higher education (HE) supply-side marketing through a systematic search of journal article databases of papers published between 2005 and 2019, to report on current issues and themes, and ascertain research gaps in the literature for exploitation in future research. Based on an analysis of 105 papers from the field of HE marketing, five major themes characterizing the research on HE marketing are presented in the paper: the marketization of HE; marketing communications; branding, image, and reputation; marketing strategy; and recruitment, alumni and gift-giving. Some thoughts about the nature of the knowledgebase in this field and recommended topics for research conclude the paper. Note, 46 papers were based on quantitative methodologies (constitutes 43.8% of the reviewed papers).

Original languageEnglish
Title of host publicationHandbook of Operations Research and Management Science in Higher Education
Number of pages46
StatePublished - 2021

Publication series

NameInternational Series in Operations Research and Management Science
ISSN (Print)0884-8289
ISSN (Electronic)2214-7934


  • Advertising
  • Branding
  • Educational Marketing
  • Higher Education
  • Institutional Image
  • International Marketing


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