Unboxing higher education institutions’ marketing: A bibliometric analysis of effective communication strategies

Higher education (HE) presents a valuable research context due to the increasing market orientation of institutions, with students playing an active role as decision-making agents. Faced with growing competition, higher education institutions (HEIs) have embraced business-oriented approaches to ensure their long-term sustainability and expansion. Developing effective marketing communication strategies is therefore essential for building a strong brand identity and engagement. This article conducts a bibliometric review on marketing communication in HEIs, identifying dominant trends, areas of interest, and gaps in the literature, thus contributing to the understanding and development of this field. Using performance analysis and science mapping, the study reveals a growing interest in HEIs marketing practices and highlights the impact of digitalization, with a significant shift from traditional to digital communication strategies. This study calls for future research on social media marketing, cultural differences in communication strategies, and the integration of innovative approaches to enrich the academic knowledge and debate.