A Bibliometric Perspective on Marketing Strategies in Private Higher Education Institutions: Global Trends and Indian Insights

Abstract

The last decade of the 21^stcentury brought the policies of privatization in every sphere of life, and education wasn’t spared. Today, education has become a global product with institutions worldwide competing for students. India isn’t untouched by its influence on it. In fact, after the 1990s, the private education institutions in India have mushroomed very systematically, impoverished in metro and semi-urban cities and towns of India. Indeed, the admission seekers for higher education institutions are diverse, such as those seeking graduate-level degrees, vocational degrees, technical degrees, etc. This means the higher education institutions require an equally diverse range to accommodate a large number of prospective students. Academic interest in Marketing Strategies toward Private Higher Education has significantly grown in recent years. Regretfully, the topic has not received enough bibliometric and visualization research. Thus, in order to provide a summary of the knowledge, the researcher merged information from the Scopus database with bibliometric methods like bibliographic coupling. This paper reveals the contradiction between the students and the private higher education institution owners, and also suggests some viable suggestions that would enrich the work of Institutions, those working or bound to work in this saga.