Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 1303-0027 3062-1119 Dokuz Eylul University YÜKSEKÖĞRETİMDE MARKALAŞMA BRANDING IN HIGH EDUCATION Nardalı Sinan MANİSA CELÂL BAYAR ÜNİVERSİTESİ, UYGULAMALI BİLİMLER YÜKSEKOKULU Tanyeri Mustafa DOKUZ EYLÜL ÜNİVERSİTESİ, İŞLETME FAKÜLTESİ 12 01 2011 12 2 309 319 12 01 2011 Copyright © 2001, Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi 2001 Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi

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

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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