MARKETING IN:
EDUCATION & TRAINING
Marketing in education and training means balancing purpose with performance.
Whether supporting schools, universities, or training providers, marketers are expected to inspire trust, attract the right audiences, and deliver measurable results.
While many institutions are technically non-profit, nearly all operate with commercial realities. Revenue may come from tuition fees, government funding, or corporate training contracts, and marketing plays a direct role in securing that income and sustaining growth.
EDUCATION & TRAINING
WHAT TO EXPECT
In schools and universities, student recruitment and retention are key to funding. Marketing efforts often include domestic campaigns, open days, outreach initiatives, and international student recruitment, which requires localisation and compliance awareness. In training bodies, the focus is typically more commercial. Marketers promote short courses, apprenticeships, and CPD programmes, often targeting employers or adult learners. Winning corporate contracts and meeting enrolment targets tied to public funding are common goals. Reputation also matters. League tables, inspection reports, graduate outcomes, and learner satisfaction can all influence success and are often shaped by marketing communications.
MARKETING IN EDUCATION & TRAINING
This sector spans public institutions, private providers, and everything in between. While purpose is front and centre, commercial pressures are very real. Marketing professionals often work across complex stakeholder groups including students, parents, corporate partners, government funders, academic teams, and boards. Themes such as inclusion, sustainability, and social impact are increasingly expected in brand messaging, particularly within universities and public-facing training organisations. Tone, accuracy, and compliance are critical. Campaigns must be inclusive, inspiring, and policy-aligned without overpromising or losing credibility.
ADVANTAGES OF WORKING IN THE SECTOR
This is a sector where marketers can have genuine impact: opening access, improving visibility, and shaping futures. You’ll gain experience in strategic messaging, stakeholder management, campaign planning, and reputation building, across both B2C and B2B audiences. There are strong opportunities in areas like digital transformation, international student marketing, employer partnerships, and CRM-driven recruitment. It suits marketers who are strategic, values-driven, and commercially aware, with an ability to communicate clearly across diverse audiences.
SALARY INFO
Salaries depend on institution type and funding structure: Marketing Executive: £26,000 – £34,000 Student Recruitment or Programme Marketing Manager: £36,000 – £48,000 Head of Marketing or Engagement: £50,000 – £65,000 Director of Marketing or Communications: £70,000+ Some roles offer academic leave patterns, development budgets, or performance-related bonuses, particularly within private or corporate-facing providers.
WHAT MAKES A GREAT MARKETER IN EDUCATION AND TRAINING?
The best marketers in this space combine clarity, credibility, and a strong sense of purpose. They are skilled at simplifying complex offers, tailoring messages to different audiences, and navigating internal sign-off with confidence and diplomacy. They understand how brand and performance intersect — and how to connect storytelling to funding, enrolment, or reputation goals. Above all, they bring commercial thinking to purpose-led environments, knowing that good marketing here changes lives as well as balance sheets.
MARKETING JOBS IN EDUCATION AND TRAINING
Product Marketing
Bridging the gap between product, sales, and the market. Own messaging, positioning, feature launches, and often competitor intelligence.
Growth Marketing
Uses experimentation and data to drive acquisition, conversion, and often retention. Always testing.
Content Marketing
Create articles, guides, videos, and thought leadership to attract, nurture, and convert leads — and support product education.
Lifecycle CRM / Email Marketing
Own the post-signup or lead nurturing journey, onboarding, re-engagement, upsell, and renewal flows.
Brand Marketing & Comms
Shaping the perception of the business, sometimes includes PR, creative, design, tone of voice, and leadership visibility.
Demand Generation
Demand Generation, Create demand through targeted campaigns — working closely with Sales to generate qualified leads. ABM (account-based marketing)
Community & Advocacy Marketing (emerging)
Build trust and engagement via customer success stories, reviews, and customer-led content.
Big Title
Thinking about hiring marketing in education or training?
