YÜKSEKÖĞRETİMDE MARKALAŞMA

Sayılarının artmasıyla birlikte üniversiteler arasında yaşanan yoğun rekabet, üniversitelerdeki markalaşma çabalarını daha önce hiç olmadığı kadar önemli hale getirmiştir. Özel üniversitelerin artan kayıt ücretleriyle birlikte devlet üniversitelerine girmekte yaşanan zorluklar, üniversitelerin, öğrencilerin daha fazla ilgisini çekebilmek ve yoğun rekabet ortamında ayakta kalabilmek için yeni stratejiler geliştirmesini gerektirmektedir. Bu çalışmada, ilgili konuda önceden yapılmış çalışmalar ve elde edilen sonuçlar, literatür taraması şeklinde sunulmuştur

BRANDING IN HIGH EDUCATION

Increasing number of universities and intense competition between these institutions, branding initiatives are more important than ever. With the increasing of tuition fees for private universities and the competition between students for state universities, these institutions are looking for ways to attract students and create new strategies for surviving. This paper is written in the form of a literature review from the previous studies on this issue

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  • Schackner, B. (2004). “Point Park University in Pittsburg launches ‘branding’ campaign”, Pittsburg Post-Gazette. İndirilme Tarihi: 05 Şubat 2006. WWW:Web:http://www.highbeam.com.
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  • Stamp, R. (2004). The New Challenge of Branding Buy-in. Education News, Winter, 7.
  • Veloutsou, C., Daskou S. & Daskou A. (2004). Are the Determinants of Bank Loyalty Brand Specific? Journal of Financial Services Marketing, 9(2), 113-125.
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