What is Education Marketing

In the era of globalization, neoliberal free trade regards higher education as a private good that facilitates international mobility for and of higher education. Similarly, HEIs establish an economic image of overseas higher education that encourages young people to invest in global mobility to pursue higher education. In this context, following a qualitative research methodology, the chapter analyzes the (un)certainties of 18 physically mobile young Bangladeshi (Southern) students. It discusses their consciousness issues and confidence level regarding consuming higher education in Australia (North). To analyze their perceptions, they were considered global citizens (i.e., economic and moral actors in the globalized world). Based on the empirical data, the identified features of young Bangladeshi students and their areas of concern provide the scope to identify them as conscious and confident neoliberal consumers in the global education market who came to Australian universities with neoliberal aspirations.