EDUCATION MARKETING AND SOCIAL MEDIA IN THE FRAMEWORK OF LIFELONG LEARNING

Yıl 2023, Cilt: 3 Sayı: 2, 57 - 77, 25.10.2023

Bülent Çizmeci

Öz

Developing new technologies alongside the innovations they bring with them have been leading to change. This change takes place in many areas at various pace and scales. As a consequence of innovation and change, consumer behaviours alter and the demands for the skills and qualifications of the human capital that are required for the manufacture of goods and services diversify. For these reasons, countries have had to change their educational policies or update them as conditions and situations require. The perception of lifelong learning directly affects the educational policies of countries and therefore, training is delivered to improve people's competencies or to help them gain new competencies via various institutions (Continuing education centers, lifelong education centers, public education centers, etc.). The education sector is a constantly developing one and affects many others. In the sector, the marketing of educational services is of great importance. The number of students in international student mobility at higher education remains over 7 million with a budget of 300 billion dollars. Because of the pandemic, the online education market in the world has grown rapidly and exceeded 200 billion dollars. The increase in the rate of mobile devices usage by consumers, the rapid dissemination of e-learning methods and simplified access to them have led to updates on educational curricula. In 2026, the scale of online education market is estimated to be 375 billion dollars and the fastest growing area in this market is defined as language learning. Increased competition in the educational market, which is continuing to grow, requires parties in the sector to determine their marketing strategies according to today's conditions. The marketing activities of continuing education centers in the education sector with the help of social media sounds critical. In this study, the marketing of educational services by means of social media has been discussed and the websites and social media accounts of continuing education centers in Turkey have been examined by the content analysis method.

Anahtar Kelimeler

Marketing, social media marketing, lifelong learning, continuing education

HAYAT BOYU ÖĞRENME ÇERÇEVESİNDE EĞİTİM PAZARLAMASI VE SOSYAL MEDYA

Öz

Developing new technologies alongside the innovations they bring with them have been leading to change. This change takes place in many areas at various pace and scales. As a consequence of innovation and change, consumer behaviours alter and the demands for the skills and qualifications of the human capital that are required for the manufacture of goods and services diversify. For these reasons, countries have had to change their educational policies or update them as conditions and situations require. The perception of lifelong learning directly affects the educational policies of countries and therefore, training is delivered to improve people's competencies or to help them gain new competencies via various institutions (Continuing education centers, lifelong education centers, public education centers, etc.). The education sector is a constantly developing one and affects many others. In the sector, the marketing of educational services is of great importance. The number of students in international student mobility at higher education remains over 7 million with a budget of 300 billion dollars. Because of the pandemic, the online education market in the world has grown rapidly and exceeded 200 billion dollars. The increase in the rate of mobile devices usage by consumers, the rapid dissemination of e-learning methods and simplified access to them have led to updates on educational curricula. In 2026, the scale of online education market is estimated to be 375 billion dollars and the fastest growing area in this market is defined as language learning. Increased competition in the educational market, which is continuing to grow, requires parties in the sector to determine their marketing strategies according to today's conditions. The marketing activities of continuing education centers in the education sector with the help of social media sounds critical. In this study, the marketing of educational services by means of social media has been discussed and the websites and social media accounts of continuing education centers in Turkey have been examined by the content analysis method.

Anahtar Kelimeler

Pazarlama, sosyal medya pazarlaması, hayat boyu öğrenme, sürekli eğitim

Kaynakça

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