FN ISI Export Format VR 1.0 PT J TI Adapting the Quality Function Deployment (QFD) AF Golding, Philippa AU Golding, P AB Due to increasing competition in attracting students among higher education institutions, especially in the hospitality sector, marketers must look at tools from the business world to employ in order to remain competitive in the global education market. Inbound marketing techniques are growing in popularity as a means to communicate with potential students but require regular unique content to be created and shared across multiple channels. Quality Function Deployment is a tool used in product development in both manufacturing and service sectors to integrate the requirements of the customer into the design process to develop products which fit the needs of customers. This research proposes an adapted QFD process for use by higher education marketers to identify value propositions of their product, relate them to the needs of their customers and translate them into implementable actions to create customer-centric inbound marketing content. ER