The paper establishes the need to consider programmes of higher education as services that require to be marketed as per the tenets of service marketing. Debates conceptually, based on extant literature, the relevance of various semantic issues related to such terms as Service Encounter, Points-of-Marketing and Moments-of-Truth, which have been used by various authors, as there are certain overlaps needing clarification. It delineates the evolution of managing and marketing of higher education programmes in India, setting the agenda for discussion. The paper specially focuses on the service encounters occuring the choice making phase on part of the consumer, before deciding to join a programme of study. Certain observations have been put forth in the form of specific conclusions facilitating the effective management of these encounters, under such heads as ? responsibility, attitude, physical setting and process and communication.