In this review the decision making process of the consumer is studied. In particular the effect of marketing in persuading the consumers is evaluated. International marketing to different consumers in different cultural background is hard for many marketers. This is due to the diversity of the consumer behavior and personalities involved. This review which looks at the effectiveness of various marketing methods as used by UK higher education institutions in attracting the international students will greatly delve into the persuasion strategies used and mechanisms employed in increasing the accessibility of the programs offered. In particular, in studying the methods used in attracting the students the influences such methods offer will also be discussed.