The international education marketing system is fundamentally broken. While universities around the world remain fixated on rankings, enrollment numbers, and student diversity metrics, the harsh truth is that the majority—about 90%—are stuck in a damaging cycle that sabotages their profitability. These institutions rely heavily on deep tuition discounts, third-party agents for recruitment, and suffer from weak brand presence in the global market. Instead of building sustainable marketing strategies, many universities are actually paying to lose money—spending more on acquiring students than they gain in long-term value.

And yet, the solution to this mess has been sitting in plain sight since 1960. The 4Ps of marketing—Product, Price, Place, and Promotion—originally introduced by E. Jerome McCarthy, are still the bedrock of any effective marketing strategy. Despite this, only the top 10% of universities apply these principles effectively. These elite institutions use the 4Ps to build global prestige and command premium prices. The rest treat marketing as a secondary concern, outsourcing their success to agents and hoping for the best.

Product: The Crisis of Sameness

At the heart of the problem lies the product itself. The vast majority of universities offer the same tired lineup of programs: business, marketing, psychology, nursing, and IT—the usual suspects. These programs are essential, sure, but when every institution offers nearly identical courses with little to no distinction, the only way to stand out is by lowering the price. This leads to a race to the bottom—where tuition fees are slashed, margins disappear, and the entire value proposition collapses.

But a university’s product isn’t just its course catalogue. The full “product” includes a wide range of student experience elements: the location and accessibility of the campus, the quality of on-campus or nearby student housing, the employability of graduates, the reputation and qualifications of the faculty, and even whether the program offers pathways to residency or work visas. Leading institutions understand this and package their product as a complete experience—one that feels premium and aspirational. Meanwhile, others merely check boxes, offering no real differentiation beyond the degree certificate.

Price: The Brand Value Crisis

The price disparities in international education reveal just how deeply brand perception influences value. Take Webster University in Geneva, for example. This institution charges €37,000 for a bachelor’s degree—one of the highest in Europe. Meanwhile, a university in Poland offering the same academic accreditation may only charge €1,500. That’s a 25x difference for essentially the same accreditation.

However, many universities undercut themselves further by giving away up to 30-50% of their tuition fees to education agents. Instead of investing in brand building or long-term marketing, they essentially pay a middleman more than they spend on their own future. This initiates a dangerous cycle: a weak brand makes the university reliant on agents > high commission payouts reduce funds available for marketing > without effective marketing, the brand remains weak. Some Australian colleges are even known to offer commissions exceeding 50%, turning them into glorified visa factories rather than reputable education providers.

Place: Location as Lifestyle vs. Liability

In the global education market, “location” is far more than a geographic coordinate—it’s a strategic asset. While real estate might echo “location, location, location” in education, the message is even more potent. Top-tier universities leverage their surroundings to become cultural and aspirational magnets. Think of Oxford with its historic prestige, New York City’s cosmopolitan edge, or Sydney’s blend of lifestyle and opportunity. These cities become part of the brand narrative and enhance the overall student appeal.

International students don’t just choose a course—they invest in a future. That includes access to job opportunities, cultural communities, safety, and the symbolic value of studying in a globally respected destination. For many, cities like London, Toronto, or Boston offer a perceived gateway to success and social mobility. Yet many institutions fail to highlight this. They treat their location as a static detail rather than a dynamic selling point that can be woven into their brand story.

Promotion: From Hollywood to Hidden Brochures

When it comes to promotion, the level of investment can be as shocking as the results. Some universities bank on outrageous commission deals with recruitment agencies—handing over up to 50% of their tuition fees—to do all the marketing work for them. With an “okay” website and basic course info, these institutions ride the coattails of agents. As a result, these institutions lose their narrative, becoming invisible or indistinguishable in a saturated market.

But the high-rollers are in a league of their own: they invest heavily in positioning and branding, carving out niches that set them apart. They appear in Hollywood films (like Harvard in The Social Network), make front-page headlines, collaborate with global brands, and lead innovative research that garners media attention. Whether it’s a reputation for medical excellence, skyrocketing employability, or innovative online learning, these universities know how to sell a dream.

The Marketing Mix

In the 4P battle, differentiation is key. Whether through cutting-edge courses, strategic pricing, leveraging location, or smart promotion, universities must carve a distinct identity. balancing brand integrity with market realities, even smaller institutions can attract committed students—and avoid drowning in the red ocean.

Universities are increasingly embracing inventive tactics that generate free international exposure. This includes initiatives like innovative research publications, product placements in popular films, and groundbreaking collaborations. Iconic universities such as the University of Michigan, Harvard University, and MIT have even been mentioned in Hollywood films like American Pie, demonstrating the powerful influence of media exposure. Today, you might notice that brands such as Apple appear frequently in movies—an example of product placement that is far from coincidental. Although not all institutions can afford such high-profile promotions, understanding the psychology of international students can help them package their offerings more effectively, reduce reliance on high commission payouts, attract top talent, and ultimately improve profitability.