| Summary: | The education market has been experiencing moments of intense changes, mainly due to the fierce competition in the industry. This article aims to make a general analysis of this market, showing the perspective of marketing, its importance and the need to adapt to the new economy and its requirements. For such purpose, we use the methodology of documentary and bibliographical research. The results indicate the need of strategic marketing actions, which aims to strengthen higher education institutions - HEIs in the fierce competition in the sector. We realize that until very recently, most of the HEIs focused their investments in buildings and laboratories, without due concern to identify the expectations and desires of students and the demands of the market. We conclude that, nowadays, the new reality requires clear positioning and that the brand reputation and value added to it are becoming increasingly important, which implies the development of internal and external actions, within a perspective that classifies the student as a client, not just as a student.
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