Title:
Marketing as Crucial Factor for Higher Education National Strategies Application: A Quantitative Study of Expert Perspectives for Policy Adoption and Stakeholder Engagement in Higher Education

Authors:
Nektarios Makrydakis*, Dimitris Spiliotopoulos, Afroditi Lymperi, Greece

Abstract:

The adoption and promotion of a national strategy for higher education require a robust marketing framework that aligns with the expectations of the public and key stakeholders. This study employs a quantitative research approach, surveying 190 experts in marketing, strategy, higher education and ministry officials to identify critical marketing elements that enhance the acceptance and implementation of such strategies. The findings reveal that strategic communication, digital engagement, public trust-building and stakeholder collaboration significantly influence the success of higher education policies. Statistical analyses demonstrate the correlation between these marketing elements and public adoption rates, providing actionable insights for policymakers and educational institutions. The study contributes to the field by establishing an evidence-based marketing framework tailored for national higher education strategies.

DOI: https://doi.org/10.51505/IJEBMR.2025.9611