E-learning marketing in Iranian universities

The purpose of this systematic review was to explore the nature of the marketing of E-learning in Iranian universities. The objectives of the review were to: systematically collect, document, scrutinize and critically analyze the current research literature on supply-side E-learning marketing; establish the scope of higher education marketing; identify gaps in the research literature; and make some recommendations in this field. The paper finds that potential benefits of applying marketing theories and concepts that have been effective in the business world are gradually being recognized by researchers in the field of E-learning marketing. However, the literature on E-learning marketing is incoherent, even inchoate, and lacks theoretical models that reflect upon the particular context of HE and the nature of their services. © 2013 Published by …