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…

In the current context, the need for marketing in institutions of higher education is undeniable. The specification of the student not merely as a 'customer' means that traditional marketing no longer has sufficient capacity to explain the behavior of the student body. In this study, a four-level relationship marketing model is tested to check the…