Globalisation in Higher Education

Organisational and Marketing Consequences

Abstract

Globalization has transformed higher education in the nineties and today institutions are competing for the students in a highly globalized educational space and consequently these organizations are facing new challenges in their marketing activities. In our article we have studied these challenges and the institutions’ possible answers to these challenges. After having presented international literature and statistics on educational globalization we analyzed what marketing and management tasks the universities and colleges have to perform in order to make benefit of the emerging opportunities.