Today, the higher education sector can be considered a market and, within it, private university education is a common marketable service in the literature on higher education management. Research on the analysis of the variables that generate the university image has been the subject of numerous investigations. Although there is no generally…

The present paper explores the role the private university plays in the horizontal stratification of the university system in Catalonia, a context where, like in the rest of Spain, there has been little tradition of private universities but there has been a strong expansion in recent years. From a sample of 807 students who have accessed…

Education is considered a fundamental element in society's development, and higher education institutions (HEIs) must direct a part of their activity towards supporting countries' social, economic and cultural progress. It is crucial that HEIs develop diverse marketing and management strategies, above all image management, since this will make…

New public management and increasing levels of competition driven by global rankings are bringing the managerial practices of public and private higher education institutions closer together. However, these two types of institutions still maintain different objectives and traditions and enjoy different degrees of autonomy that are reflected in…