The Total Relationship Marketing Approach to Higher Education: A Review

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Nur Aziz Sugiharto, Vanessa Gaffar, Disman, Puspo Dewi Dirgantari

Abstract

Attracting student interest is becoming increasingly important for institutions offering higher education. Thus, the ideas of relationship marketing (RM) became a major concern in university management. The RM approach means that students' value creation is very important. This research was conducted by examining the conceptual foundations of relationship marketing (CRM) in the higher education sector through an extensive search of relevant educational and business management databases. The aim is to identify some of the most relevant literature. The findings in this study found that marketing theories and concepts in the business world recognized by researchers in the field of marketing can also be applied to marketing in higher education. In particular, this paper advances the idea that higher education institutions need marketing programs based on strong relationships with loyal customers, which will help them deal with changing environments, and better deal with the challenges and threats that are present in the future. The substantial literature on higher education marketisation and consumer behaviour, scholarships to provide evidence of marketing strategies that higher education institutions have implemented on the supply side is still limited, and this is relatively uncharted territory. This paper reviews the literature in the field, focusing on marketing strategies in the rapidly growing higher education market.

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