MARKETING IN HIGHER EDUCATION INSTITUTIONS: TRADITIONAL AND DIGITAL MARKETING
Öz
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.
Anahtar Kelimeler
Traditional marketing, digital marketing, higher education marketing.
Kaynakça
- 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.