The value of higher education in current and post-pandemic era is gateway to number of opportunities in the future. However, there are persistent challenges in marketing of higher education while meeting the expectations of the learners, and maintaining high brand value for the institution. Understanding and adopting relationship centric model of higher education marketing is therefore critical to suit the requirements of the new market. The study focuses on exploring how intrinsic and extrinsic cues act as surrogate indicators of relationship quality between the universities and their key stakeholders i.e. students, faculty, administrators and industry partners. Using semi-structured interviews conducted with stakeholders from India, Nigeria, UK and Dubai, the study proposes an all inclusive integrated framework which has timely implications for the universities and marketers in higher education from the lens of value co-creation.