Purpose: This study explores the similarities and dissimilarities among master and bachelor students, which impetus on the marketing strategies for private higher education (HE) institutions to have more intake of master students. Design/methodology/approach: The unit of analysis of the present study is the master and bachelor students from the four leading private universities in Malaysia. Based on the extensive literature review and expert opinion, the framework and the structured questionnaire have been conceptualized. A sample of 410 students responded to the structured survey questionnaire, and the question items were adapted from the existing literature. Findings: There are statistically significant differences between master and bachelor students on the dimensions of smart classroom, peer support, partnership and perceived benefits. Interestingly, master students are highly influenced by smart classroom, peer support and perceived benefits, while bachelor students favor partnership. Practical implications: The present study provides a conceptualized research framework with some new dimensions, which can be used to examine the factors influencing master's and bachelors' students. Further, the differences in the perceptions of the master and bachelor students were tested to study the performance of the private HE institutions. Originality/value: This study suggests marketing strategies for private HE institutions in developing countries since the masters' intake of students has been declining. Findings of this study will help private universities in developing countries to enhance procedures and formalities of curriculum and functional operating systems to achieve Higher Education Success.