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Purpose: As a result of the transition from the paradigm of ‘knowledge and skills’ learning to the university of uncertainty, the concept of VUCA has grown for the revision of various adaptive models of educational practices.

Need for Study: The primary goal is to explore the research field of the educational system and learning environments; the investigation of scientific knowledge is enabled by bibliometric analysis, revealing through it the fluctuations of the literature.

Methodology: To better view the historical evolution of publications in the educational system field, two data samples were integrated into this study, with the focus of the chapter being on the authors, keywords, articles, journals, subject analysis, word cloud analysis, and cluster analysis. The first includes 1,620 Web of Science-recorded documents published between 1991 and 2022, and the second sample comprises 159 Scopus-recorded papers published between 1978 and 2022.

Findings: The first empirical results show that interest in this subject escalated around 2008. The main concerns around this research field are the labour market, teaching-learning, technology, economic development, the medical field, and sustainability. After 2020, a new subject took amplitude, seemingly connected to the educational system and learning environment, that subject being ’COVID-19.

Practical Implications: The relationship between authors, keywords, and sources is illustrated through Sankey diagrams, from which valuable information can be extracted: nine of the Scopus authors have published articles in the ‘Journal of Higher Education Policy and Management’ documents that present the following list of keywords: ‘higher education’, ‘education’, ‘management’, ‘leadership’, and ‘tertiary education’.

To present the public and business systems, their characteristics, structure of link, and to propose tools of improvement.

It starts with a small survey of the members' opinions, in both systems. First, each environment is analysed as an independent system: business system (BSy) and public administration system (PASy). Second, the role of the marketing of public and private affairs as feedback is investigated. Third, it is presented the conjunction between the two systems and the link between them.

The marketing behaviour is natural for the BSy and thus its level of marketing knowledge is higher than the poor level of marketing knowledge in PASy. On the other hand PASy is characterized by a lack of marketing attitude about public services.

The proposed tools of improving the link should be tested on groups of public servants and business managers to confirm/infirm the assumption.

A proper marketing for public and private affairs could be the link between them. The link could create and handle the cooperation and cooperation climate in these two environments.

Is the analysis of PASy from the marketing point of view, the conjunction between the two systems and the link through marketing. The paper proposes tools to improve the system by public‐private partnership system.