Integrated Approaches to Educational Marketing and Admissions Management

The higher education sector is increasingly influenced by global competition, changing student expectations, and rapid digital transformation. In this context, educational marketing and admissions management serve as strategic drivers of institutional competitiveness rather than routine administrative functions. This chapter examines integrated approaches to educational marketing, student recruitment, and admissions management, particularly in management and MBA education. It explains how segmentation, targeting, positioning, and the higher education marketing mix can align recruitment and admissions strategies to enhance enrollment quality and long-term sustainability. The discussion highlights the role of digital marketing, branding, data analytics, and technology-enabled systems in shaping student decision-making and improving conversion rates. Ethical and regulatory considerations are emphasized to ensure transparency, fairness, and stakeholder trust.