The Marketing of Business Education in Estonia

This study examines how the internationalization of one sector of higher education—business education—within a small country that was forcibly incorporated into the former Soviet Union has attempted to carve out its own niche in this sector. Business education represented one of the most overt examples of the transition from the Soviet period of Communism, planned economies, and free education, to one based on Capitalism, market economies, and a blend of funding models. This research takes a historical view of these changes from the period prior to the re-establishment of Estonian independence in 1991, to the onset of the COVID-19 pandemic. This study, aided by insights and analysis drawn from primary and secondary research, of the first private University in Estonia, the Estonian Business School will frame the evolution of business education within the growth and transition of the country of Estonia.