Transforming Marketing and Branding in Higher Education: Insights from Ten Years of Research

Abstract

The changing dynamics of higher education require novel strategies for marketing and branding to sustain competitiveness and relevance.  This study offers a bibliometric analysis of research concerning marketing and branding in higher education over the last decade, focusing on publishing trends, key contributors, and topic areas within this field.  Data analyzed from the Scopus database and assessed with Scopus Analyzer and VOSviewer software led to the evaluation of 1,609 relevant papers. After 2018, publications showed a significant increase indicating academic interest in emphasizing the importance of marketing strategies and developing branding structures in higher education institutions. Analysis of co-occurrence and citation networks revealed key research issues, including institutional reputation management, student engagement strategies, and advances in digital marketing, as well as prominent contributors and influential collaborations. The results underscore the critical importance of marketing and branding strategies in shaping institutional identity and addressing the challenges of student recruitment and retention in the competitive global education market. This work contributes to the literature by providing a comprehensive review of research trends, identifying gaps, and suggesting directions for future investigation. These insights are useful for academic administrators, researchers, and policymakers aiming to enhance institutional visibility and competitiveness.