Traditionally, education consisted strictly of transmitting information by expert teachers to passive students through various teaching methods. Over time, however, significant changes have occurred in the academic environment, changes that have amplified the role of students as partners in the teaching and learning process. Today, universities no longer dominate the education market because, over time, new types of institutions have emerged, capable of meeting the needs of students and providing them with the knowledge necessary for integration into the labor market. Education has gradually moved from being a public service led by professionals to being a market-driven service supported by consumers. Future students are exposed to many options today, and they make a considerable effort to select the best universities, which must carry out their activity, especially in students’ interest. Today, education is becoming a consumer good in which students invest. Therefore, adopting and implementing marketing strategies is essential because it contributes to a better understanding of the needs and desires of students. Relationship marketing is one of the most compelling trends in marketing because it supports the formation, improvement, and maintenance of long-term relationships with students.