Changing Perspectives on Students in Higher Education

Higher education is facing more challenges than ever, at a point when expectations are as higher as never, resources are getting harder to find and getting noticed on the educational market is one of the biggest issues. Within this framework, students have become the focus of higher education institutions in terms of developing higher education marketing strategies. Based on a secondary data analysis, the evolution of perceptions related to how students are perceived within universities was analysed and interpreted. Main findings show that from a passive player, the student has become an active player fully accountable for their learning outcomes.