Marketing of Professional Education: Choice, Spending, and Consumption

There is warm debate whether the education sector slowly becoming an industry or can still be treated as a service for people’s wellbeing. The available data show a contrary view that it is getting privatized and following an industrial pathway in its management and operation/ production. The systems of education of different countries are quite different and the aspirants seek it as on their interests, mental capabilities, course duration, and affordability of parents. The present paper highlights the changing definition of marketing and analyses the marketing dimensions of education in the service marketing domain. The parents and the aspirants now prefer to invest in those academic courses that establish a way to a career. The universities and institutions are facing tough competition in attracting the aspirants and hence using marketing techniques and strategies to create their image and preference among the parents and aspirants. The spending and choice attract aspirants to fly over different countries where they feel convinced and therefore universities and institutions spend a huge amount on promotion and communication.