Two important issues in nursing education are quality and marketing. These issues both complement and support each other. The aim of this article is to highlight the concepts of quality and marketing as a valuable partnership in nursing education, a partnership that is capable of improving the quality of education provision and potentially of increasing student numbers. Major themes include an analysis of the reluctance by institutions to implement marketing strategies, the image of the institution, and customer satisfaction. The article concludes by suggesting that nurse educators need to know who their customers are, who they could be, and what those customers want and need, in order to run successful and valued courses.