YÜKSEK ÖĞRETİM KURUMLARINDA PAZARLAMA: GELENEKSEL VE DİJİTAL PAZARLAMA

Year 2023, , 51 - 64, 27.06.2023

Rima Mammadova

https://doi.org/10.55805/kadimsbd.1263069

Abstract

Her şirketin iki seçim yapması gerekiyor: sürekli büyümek ve mevcut sektörde lider olmak ya da zorluklarla yüzleşmek ve mevcut pazarlamada yok olmak. Başarılı şirketler pazarlama stratejilerine ve faaliyetlerine daha fazla önem verirler. Üniversitelerin hedef pazarını, hedef grubunu, hedef kitlenin gereksinimlerini ve onlarla nasıl iletişim kuracaklarını analiz etmeleri ve belirlemeleri çok önemlidir (Omboi ve Mutali, 2011, seh. 176). Marka denkliklerini yerel ve uluslararası pazarda nasıl güçlendireceklerini düşünmek zorundalar (Royo-Vela ve Hünermund, 2016, p. 160). Bu makalenin iki amacı vardır: Yüksek Öğrenim Pazarlaması üzerine literatür taraması yapmak ve Yüksek Öğrenim alanında Geleneksel ve Dijital Pazarlamanın rollerini belirlemek. Makale, öneriler ve sonuç ile sona ermektedir.

Keywords

Geleneksel pazarlama, dijital pazarlama, yüksek öğrenim pazarlaması.

MARKETING IN HIGHER EDUCATION INSTITUTIONS: TRADITIONAL AND DIGITAL MARKETING

Abstract

Every company has to choose between two paths: continuously growing and being a leader in the existing industry, or facing challenges and disappearing in the existing market. Successful companies pay more attention to their marketing strategies and activities. It is very important for universities to analyze and determine the target market, the group of aims, the requirements of the target group, and the best way to communicate with them (Omboi and Mutali, 2011, p. 176). They have to think about their brand equity and how to strengthen it in the local and international markets (Royo-Vela and Hünermund, 2016, p. 160). This paper has two objectives: to explore a literature review on Higher Education Marketing and to identify the roles of traditional and digital marketing in the area of Higher Education. The paper ends with recommendations and a conclusion.

Keywords

Traditional marketing, digital marketing, higher education marketing.

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