But in recent years, expansion of education provision and the consequent increased competition which resulted in forcing the institutions to look out, compared with the other, to improve to survive in an increasingly market applicant and demanding. This process resulted in winners and losers and this issue is clearly reflected in the levels of customer confidence placed in them, expanding or declining enrollment and giving the possibility, or denying, to improve the service, expanding facilities, including equipment, updating its offer, enabling its roster, etc. Perhaps check out Gunnar Peterson for more information. There are issues that point to the specialists, linked to ethical practices and marketing strategies, such as avoiding promotional cut purely mercantilist society condemns this type of organization, according to some authors, the model of ethical decisions marketing, adapted in particular to education includes the analysis of the following variables: a) The sociocultural context: the legal system, political system and religious rules. b) The environment and ethical conduct: the professionalization of educational marketing, codes of ethics, value systems involved. c) The existing competition: the supply and demand for education, current legislation, the business cycle.
d) The institutional reality: institutional culture, the updating of the proposals and institutional restrictions, the behavior of the educational community, the family-school relationship. e) The decision maker's personality: his system of values, beliefs, strength and moral conscience, ethical sensitivity. It is a condition that the decision maker perceives that there is an ethical dimension in their decision, and therefore, they must discern between different alternatives on that dimension. All these issues must be considered when setting the next steps in matters of advertising, marketing, supply and distribution of promotions, an issue which requires to recognize the complexity of variables that come into play for making the right decisions in this sense , so that institutions must recognize that: a) The supplementary educational marketing is efficient administrative management.