Education Marketing and Student Mobility: Strategies, Drivers, and Implications in a Globalized Knowledge Economy

Abstract

Education marketing has emerged as a critical strategic function for higher education institutions (HEIs) operating in an increasingly global and competitive academic marketplace. Simultaneously, international student mobility has expanded significantly due to globalization, digital connectivity, and policy liberalization. This paper explores the intersection of education marketing and student mobility by examining how institutions attract, engage, and retain mobile students across borders. Using a conceptual and integrative review approach, the study analyzes key drivers of student mobility, education marketing strategies, digital transformation, branding practices, and policy influences. The paper further proposes a conceptual framework linking education marketing activities with student decision-making processes. The findings highlight that effective education marketing enhances institutional visibility, trust, and perceived value, thereby influencing student mobility flows. The study contributes to international education literature by offering strategic insights for policymakers, institutional leaders, and education marketers.