YÜKSEKÖĞRETİMDE MARKALAŞMA

Yıl 2011, Cilt: 12 Sayı: 2, 309 - 319, 01.12.2011

Sinan Nardalı Mustafa Tanyeri

Öz

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

Anahtar Kelimeler

Markalaşma, Yükseköğretimde Markalaşma, Üniversiteler

BRANDING IN HIGH EDUCATION

Öz

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

Anahtar Kelimeler

Branding, Branding in High Education, Universities

Kaynakça

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