A systematic and theoretical approach to the marketing of higher education

Edna Rabenu, Or Shkoler

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


The aim of this article was to open a hatch to the consumer psychology research through the eyes of Facet Theory. The Facet Theory enables to delve into a concept or an issue under investigation and define it formally, systematically, and comprehensively, but still parsimoniously. In order to better explain its philosophical basis and the principles of this theory, we apply and demonstrate it on the domain of marketing of higher education to students. There are four distinct facets identified in this regard, namely, (A) Achieving Personal Goals, (B) Institution’s Marketing Orientation, (C) Secondary Decision Criteria, and (D) Level of Education. Based on those facets and their related respective elements, a suggested definitional directive for the marketing of higher education to students is construed.

Original languageEnglish
Article number982347
JournalFrontiers in Psychology
StatePublished - 12 Oct 2022
Externally publishedYes

Bibliographical note

Publisher Copyright:
Copyright © 2022 Rabenu and Shkoler.


  • Facet theory
  • conceptual paper
  • higher education
  • international students
  • mapping sentence
  • marketing


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