Exploring Marketing Strategies Used in the Development of Education Systems: Literature Review and Research Directions

Abstract

This paper provides a systematic review of the literature on strategies adopted in different educational systems from a marketing perspective. The study focuses on identifying the main directions addressed by researchers on educational marketing. The results contribute to determining existing gaps in the field of education and outlining future research directions that could eliminate some of the limitations of the research carried out and identify proposals for marketing strategies and specific actions to align educational services with the principles of social sustainability.