Higher ed attraction: Understanding the evolution of marketing in higher education in Spain

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Universities and other HEIs around the world have become reliant on social media and other forms of digital marketing to attract students in an increasingly competitive environment. This is typified by the experience of Spanish HEIs following the end of the Franco Dictatorship.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2024), "Higher ed attraction: Understanding the evolution of marketing in higher education in Spain", Strategic Direction, Vol. 40 No. 4, pp. 24-25. https://doi.org/10.1108/SD-03-2024-0040