The growth of international student mobility has been extraordinary. According to the International Institute for Education (IIE 2015), international student numbers rose from 2.1 to 4.5 million between 2001 and 2014. The trend can be interpreted in relation to the diverse drivers underpinning the rapid globalization of higher education. Research has shown that the production of international student mobility is both complex and geographically nuanced (Alberts and Hazen 2013; Bilicen 2014; Brooks and Waters 2011a; Gerard and Uebelmesser 2014; King and Raghuram 2013). This chapter explores one aspect of this important topic: the role of marketization in shaping international student flows. By the term “marketization” we guide the reader to reflect on the contested idea of higher education as an international market-place (Scott 2015), with many stakeholders seeking to “sell” opportunities for international study.