The Psychological Role of Marketing in the Educational System
Received: 2026-07-05 08:07:36
Published: 2025-12-21
Abstract
This article examines the psychological mechanisms through which marketing influences decision-making, motivation, engagement, and identity formation within the educational system. Drawing on contemporary theories of educational psychology and consumer behavior, the study analyzes how marketing strategies used by educational institutions shape students’ perceptions of educational value, institutional credibility, academic self-concept, and long-term learning motivation. The paper also highlights the ethical implications of educational marketing and proposes a framework for psychologically informed marketing practices in education.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
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