INTEGRATION OF MARKETING AND MANAGEMENT IN HIGHER EDUCATION
Keywords:
higher education, marketing integration, educational management, strategic development, student-centered approach.Abstract
The modern higher education environment is characterized by increased competition, globalization, and rapidly changing stakeholder expectations. In this context, the integration of marketing and management has become essential for ensuring institutional sustainability and effectiveness. This article explores the conceptual foundations, practical applications, and strategic benefits of aligning marketing principles with management processes in higher education institutions. The study highlights how such integration enhances institutional competitiveness, improves student engagement, and strengthens organizational performance.
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