This paper presents a systematic review of the literature on higher education (HE) marketing, focusing on the international context. The primary objectives were to collect, document, scrutinize, and critically analyze current research on supply-side HE marketing, establish the scope of HE marketing, identify gaps in the literature, and make recommendations for further research. The review found that while there is growing recognition of the benefits of applying marketing theories and concepts from the business world to HE, the literature on HE marketing is coherent and lacks theoretical models that specifically address the unique context and nature of HE services. The research field is still in its early stages, with much to be explored both in terms of problem identification and strategic perspectives. The paper highlights the need for more research on marketing strategies implemented by HE institutions, particularly in the rapidly developing international HE market. The review also discusses the emergence of marketing in HE, the international context of HE marketing research, and demand-side issues such as student choice factors. The methodology involved extensive searches of relevant databases, with a focus on empirical research papers. The findings are categorized into three types of studies: empirical studies, marketing communications, and strategic marketing. The paper concludes by discussing the themes and areas of research on HE marketing, including marketing communications, image and reputation, application of marketing models, and strategic approaches to marketing.This paper presents a systematic review of the literature on higher education (HE) marketing, focusing on the international context. The primary objectives were to collect, document, scrutinize, and critically analyze current research on supply-side HE marketing, establish the scope of HE marketing, identify gaps in the literature, and make recommendations for further research. The review found that while there is growing recognition of the benefits of applying marketing theories and concepts from the business world to HE, the literature on HE marketing is coherent and lacks theoretical models that specifically address the unique context and nature of HE services. The research field is still in its early stages, with much to be explored both in terms of problem identification and strategic perspectives. The paper highlights the need for more research on marketing strategies implemented by HE institutions, particularly in the rapidly developing international HE market. The review also discusses the emergence of marketing in HE, the international context of HE marketing research, and demand-side issues such as student choice factors. The methodology involved extensive searches of relevant databases, with a focus on empirical research papers. The findings are categorized into three types of studies: empirical studies, marketing communications, and strategic marketing. The paper concludes by discussing the themes and areas of research on HE marketing, including marketing communications, image and reputation, application of marketing models, and strategic approaches to marketing.