The COVID-19 pandemic has been devastating in terms of the loss of human lives, damage to the economy, and upheavals in the fabric of society. It has also drastically impacted higher education and academic institutions throughout the world. This article analyzes the impact of the pandemic on the higher education industry and its stakeholders; namely, its institutions, faculty and students. Then, a marketing-oriented approach is applied to suggest remedies for some of the key pedagogical issues associated with distance learning that have plagued educators during this period. It is argued that higher education can recover and prosper if educators see this era as an opportunity for positive change. Implications for higher education and family science are discussed.