Rima MAMMADOVA

42625

YÜKSEK ÖĞRETİM KURUMLARINDA PAZARLAMA: GELENEKSEL VE DİJİTAL PAZARLAMA

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.
Anahtar Kelimeler:

Geleneksel pazarlama, dijital pazarlama, yüksek öğrenim pazarlaması.

MARKETING IN HIGHER EDUCATION INSTITUTIONS: TRADITIONAL AND DIGITAL MARKETING

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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  • American Marketing Association. Definitions of Marketing. [online] American Marketing Association, 2017. Available at: https://www.ama.org/the-definition-of-marketing-what-is-marketing/.
  • Constantinides, Efthymios - Stagno, Marc C. Zinck. “Higher education marketing: A study on the impact of social media on study selection and university choice”. International Journal of Technology and Educational Marketing (IJTEM) 2/1 (2012), 41-58. https://doi.org/10.4018/ijtem.2012010104.
  • Geraghty, Gordon - Conway, Ann. The Study of Traditional and Non-traditional Marketing Communications: Target Marketing in the Events Sector. Paper presented at the 12th Annual Tourism and Hospitality Research in Ireland Conference, THRIC 2016, 16th and 17th June, Limerick Institute of Technology, 2016.
  • Hemsley‐Brown, Jane - Oplatka, Izhar. “Universities in a competitive global marketplace”. International Journal of public sector management 19/4 (2006), 316–338. https://doi.org/10.1108/09513550610669176.
  • Hollensen, Svend. Marketing management: A relationship approach. Pearson Education, Second Edition, 2010.
  • Ivy, Jonathan. “A new higher education marketing mix: the 7Ps for MBA marketing”. International Journal of educational management 22/4 (2008), 288-299. https://doi.org/10.1108/09513540810875635.
  • Kottler, Philip - Keller, Kevin Lane. Marketing management. Prentice Hall, 14th edition, (2012).
  • Kotler, Philip. Kotler Marketing Group, Inc. [online] Kotlermarketing.com, 2019. Available at: https://www.kotlermarketing.com/phil_questions.shtml.
  • Kotler, Philip - Levy, Sidney J. “Broadening the concept of marketing”. Journal of marketing 33/1 (1969), 10-15. https://doi.org/10.1177/002224296903300103.
  • Kumar, V et al. “Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects”. Journal of the Academy of Marketing Science 45/2 (2017), 268-288. https://doi.org/10.1007/s11747-016-0484-7.
  • Levitt, Theodore. Marketing myopia. Boston, 1960..
  • Lukić, V. Rodić - Lukić, Nemanja. “Application of marketing mix concept in student recruitment strategies: evidence from university of Novi Sad, Serbia”. Megatrend review 13/3 (2016), 183-202. https://doi.org/10.5937/megrev1603183r.
  • Mazurek, Grzegorz et al. “Social Media in the Marketing of Higher Education Institutions in Poland: Preliminary Empirical Studies”. Entrepreneurial Business and Economics Review 7/1 (2019), 117-133. https://doi.org/10.15678/eber.2019.070107.
  • Nicolescu, Luminita. “Applying marketing to higher education: Scope and limits”. Management & Marketing 4/2 (2009), 35-44.
  • Omboi, Bernard Messah - Mutali, Immaculate. “Effect of selected marketing communication tools on student enrolment in private universities in Kenya”. European Journal of Business and Management 3/3 (2011), 172-205.
  • Paladan, Nerisa. “Higher Education Institutions Embracing Digital & Social Media Marketing: A Case of Top 25 Universities in Asia & Africa”. Marketing and Branding Research 5/3 (2018), 159–167. https://doi.org/10.33844/mbr.2018.60254.
  • Quelch, John - Jocz, Katherine. “Milestones in marketing”. Business History Review 82/4 (2008), 827-838. https://doi.org/10.1017/S0007680500063236.
Kadim Akademi SBD-Cover
  • ISSN: 2564-7229
  • Yayın Aralığı: Yılda 2 Sayı
  • Başlangıç: 2017
  • Yayıncı: Kadim Akademi Derneği
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Rima MAMMADOVA