Trends in higher education and higher education marketing: szakirodalmi feltárás

Marketing in higher education has become a widely researched area in recent years. Due to increasing competition, it has become crucial for higher education institutions to target foreign students with effective marketing tools. Online marketing tools play a central role in attracting, retaining, and meeting the needs of foreign students. The aim of this literature review is to explore how visual perception appears in online marketing and more specifically in the higher education sector, with special regard to social media and website surfaces of institutions. The research is novel in the sense that research on marketing and visual perception of students in the field of higher education marketing is a neglected field, so this literature exploration provides insight into the perception of online higher education marketing of foreign students.

Keywords: higher education marketing, visual perception, online marketing