This work addresses the importance of educational marketing in the context of higher education in Mozambique. The book, written by Valentim Germano Manuel and Achegar Tiodósio Matias, emphasizes the need for higher education institutions (HEIs) to adapt their marketing strategies in order to stand out in a competitive and globalized scenario. Through a robust theoretical foundation, the book explores the evolution of higher education in Mozambique and analyzes how HEIs use marketing tools to attract and retain students. Empirical research reveals that many HEIs lack an effective educational marketing plan, which negatively impacts their operations and sustainability. Recommendations include the need for universities to adopt innovative marketing practices, establish effective communication and consider the peculiarities of the local market. The book is a call to action for institutions to re-evaluate their marketing strategies, ensuring more accessible and competitive higher education for all.