Introduction. Individuals acquire abilities and knowledge thanks to the education system and these are further used on the labour market, but the main purpose of education is to contribute to the individuals’ intellectual development, to their creative spirit as well as their sense of responsibility, so that the higher education graduates become increasingly more capable of improving their quality of life and ensuring a decent future by making use of the knowledge gained during study years in their work.
Aim of the study. This paper tackles the problem of personal investment in education from the perspective of academic marketing, while the conclusions reflect the importance of personal investment in education to obtain benefits at individual, organizational and social levels on a competitive and globalized market, but also the major role of academic marketing in orienting higher education institutions towards consumers.
Keywords: personal investment in education, academic marketing, benefits.
Jel Classification: M31, I23, I26