This paper presents a systematic review of the literature on higher education marketing, highlighting the challenges and opportunities faced by universities in a competitive global marketplace. The review focuses on marketing strategies used by higher education institutions (HEIs) to compete in an increasingly globalized and market-driven environment. The research indicates that HE marketing is still in its early stages, with limited evidence on the marketing strategies implemented by HEIs on the supply side. The review also highlights the importance of marketing in attracting students, particularly international students, and the need for HEIs to adapt their marketing strategies to meet the demands of a global market. The review discusses the internationalization and globalization of higher education, noting that marketization policies have been introduced in many countries, including the UK, the US, Australia, and Canada. These policies have led to a shift towards market-driven approaches in higher education, with universities increasingly using marketing strategies to compete in a global market. The review also highlights the challenges of marketing in higher education, including the need to balance the commercial aspects of marketing with the educational mission of universities. The review identifies several key themes in the literature on higher education marketing, including marketing communications, marketing models, strategic marketing, and market segmentation. It also discusses the application of marketing theories and concepts from the business world to higher education, noting that while these theories have been useful in other sectors, they may not be directly applicable to higher education due to the unique nature of the service provided. The review concludes that higher education marketing is still in its early stages, with much research remaining to be done. It emphasizes the need for further research into the marketing strategies used by HEIs, particularly in the context of a globalized and competitive market. The review also highlights the importance of marketing in attracting students and the need for HEIs to develop effective marketing strategies to remain competitive in a global market.This paper presents a systematic review of the literature on higher education marketing, highlighting the challenges and opportunities faced by universities in a competitive global marketplace. The review focuses on marketing strategies used by higher education institutions (HEIs) to compete in an increasingly globalized and market-driven environment. The research indicates that HE marketing is still in its early stages, with limited evidence on the marketing strategies implemented by HEIs on the supply side. The review also highlights the importance of marketing in attracting students, particularly international students, and the need for HEIs to adapt their marketing strategies to meet the demands of a global market. The review discusses the internationalization and globalization of higher education, noting that marketization policies have been introduced in many countries, including the UK, the US, Australia, and Canada. These policies have led to a shift towards market-driven approaches in higher education, with universities increasingly using marketing strategies to compete in a global market. The review also highlights the challenges of marketing in higher education, including the need to balance the commercial aspects of marketing with the educational mission of universities. The review identifies several key themes in the literature on higher education marketing, including marketing communications, marketing models, strategic marketing, and market segmentation. It also discusses the application of marketing theories and concepts from the business world to higher education, noting that while these theories have been useful in other sectors, they may not be directly applicable to higher education due to the unique nature of the service provided. The review concludes that higher education marketing is still in its early stages, with much research remaining to be done. It emphasizes the need for further research into the marketing strategies used by HEIs, particularly in the context of a globalized and competitive market. The review also highlights the importance of marketing in attracting students and the need for HEIs to develop effective marketing strategies to remain competitive in a global market.