YÜKSEKÖĞRETİMDE MARKALAŞMA

Abstract

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

Keywords

• Markalaşma, Yükseköğretimde Markalaşma, Üniversiteler

BRANDING IN HIGH EDUCATION

Abstract

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

Keywords

• Branding, Branding in High Education, Universities

References

1. Angulo, F., Pergelova A. & Rialp, J. (2010). A Market Segmentation Approach for High Education Based on Rational and Emotional Factors. Journal of Marketing for High Education, 20 (1), 1-17.
2. Bennett, R. & Ali-Choudhury, R. (2007). Components of the University Brand: an Empirical Study. Proceedings of the 3rd. Annual Colloquium of the Academy of Marketing’s Brand, Corporate Identity and Reputation SIG, Brunel University, 12-13 September 2007.
3. Brookes, M. (2003). Higher Education: Marketing in a Quasi-Commercial Service Industry. International Journal of Nonprofit and Voluntary Sector Marketing, 8 (2), 134-42.
4. Bulotaite, N. (2003). University Heritage: an Institutional Tool for Branding and Marketing. Higher Education in Europe, 28 (4), 449- 54.
5. Bunzel, L.D. (2007). Universities Sell Their Brands. Journal of Product and Brand Management. 16 (2), 152-153.
6. Chapleo, C. (2010). What Defines Successful University Brands? International Journal of Public Sector, 25 (2), 169-183.
7. Coulon, R.A. (2007). The Next Generation of Corporate Universities, Part-5. İçinde M. Allen (Ed.) Branding Your Corporate University (ss. 94). San Francisco: John Wiley & Sons.
8. Çakır, O. (2008). Yükseköğretimde Gelişmeler, Vakıf Üniversiteleri ve Siyaset; Türkiye’nin 2023 Vizyonunda Vakıf Üniversiteleri. Ankara: Atılım Üniversitesi Yayınları.

9. Gray, J. B., Fam K. S. & Llanes V. A. (2003). Branding Universities in Asian Markets. Journal of Product & Brand management, 12(2), 108-120.
10. Hemsley-Brown, J. & Oplatka, I. (2006). Universities in a Competitive Marketplace: a Systematic Review of the Literature on Higher Education Marketing. International Journal of Public Sector Management, 19(4), 316-338.
11. Jevons, C. (2006). Universities: a Prime Example of Branding Gone Wrong. Journal of Product & Brand Management, 15 (7), 466-467.
12. Liu, Y. & Sheng Hua, J. (2008). An Empirical Research on the Forming of Students’ Loyalty to University Brand from the Brand Community Point of View. International Workshop on Education Technology and Training, Shanghai, China.
13. Maringe, F. (2005). Interrogating the Crisis in Higher Education Marketing: the CORD Model. International Journal of Educational Management, 19(7), 564-578.
14. Oliver, R. (1999). Whence Consumer Loyalty? Journal of Marketing. 63, 33-44.
15. Opoku, R. Abratt, R. & Pitt, L. (2006). Communicating Brand Personality: are the Websites Doing the Talking for the Top South African Business Schools? Brand Management, 14 (1/2), 20-39.
16. 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.
17. Schee, V.A.B. (2011). Students as Consumers: Programming for Brand Loyalty. Service Marketing Quarterly, 32, 32-43.
18. Sevier, A. . (2010). Have College Brands Delivered on Their Promise? İndirilme Tarihi: 10 Ocak 2011. WWW:Web: http://www.university business.com/article/have-college-brands-delivered-their-promise.
19. Sevier, R. A. (2007). Advancing the Brand. University Business, 10(2), 46-51.
20. Shepherd, I.D.H. (2005). From Cattle and Coke to Charlie: Meeting the Challenge of Self Marketing and Personal Branding. Journal of Marketing Management, 21, 589-606.
21. Stamp, R. (2004). The New Challenge of Branding Buy-in. Education News, Winter, 7.
22. Veloutsou, C., Daskou S. & Daskou A. (2004). Are the Determinants of Bank Loyalty Brand Specific? Journal of Financial Services Marketing, 9(2), 113-125.
23. Westervelt, R. (2010). Have College Brands Delivered on Their Promise? İndirilme Tarihi: 05 Ocak 2011. WWW:Web: http://www.university business.com/article/have-college-brands-delivered-their-promise.
24. Yamaç, K. (2009). Bilgi Toplumu ve Üniversiteler, Birinci Baskı. Ankara: Eflatun Yayınevi.