Purpose: In this paper, the author has tried to review the literature available towards the enrollment of the students at Higher Education Institutes. It is a prime task of universities to attract retain and nurture the students. Universities spend a lot of time identifying and living up to the Expectations of the students. Here we are trying to understand the parameters which are influential institute in the decision-making process, through the available literature. Findings: The research field of higher education marketing is still at a relative pioneer stage with much research still to be carried out both from problem identification and strategic perspective. For those with a passion for research, and a belief in the power of markets and marketing, there is still much to be done in the context of HE markets.