HAYAT BOYU ÖĞRENME ÇERÇEVESİNDE EĞİTİM PAZARLAMASI VE SOSYAL MEDYA

Öz

Developing new technologies alongside the innovations they bring with them have been leading to change. This change takes place in many areas at various pace and scales. As a consequence of innovation and change, consumer behaviours alter and the demands for the skills and qualifications of the human capital that are required for the manufacture of goods and services diversify. For these reasons, countries have had to change their educational policies or update them as conditions and situations require. The perception of lifelong learning directly affects the educational policies of countries and therefore, training is delivered to improve people's competencies or to help them gain new competencies via various institutions (Continuing education centers, lifelong education centers, public education centers, etc.). The education sector is a constantly developing one and affects many others. In the sector, the marketing of educational services is of great importance. The number of students in international student mobility at higher education remains over 7 million with a budget of 300 billion dollars. Because of the pandemic, the online education market in the world has grown rapidly and exceeded 200 billion dollars. The increase in the rate of mobile devices usage by consumers, the rapid dissemination of e-learning methods and simplified access to them have led to updates on educational curricula. In 2026, the scale of online education market is estimated to be 375 billion dollars and the fastest growing area in this market is defined as language learning. Increased competition in the educational market, which is continuing to grow, requires parties in the sector to determine their marketing strategies according to today's conditions. The marketing activities of continuing education centers in the education sector with the help of social media sounds critical. In this study, the marketing of educational services by means of social media has been discussed and the websites and social media accounts of continuing education centers in Turkey have been examined by the content analysis method.

Anahtar Kelimeler

• Pazarlama
• sosyal medya pazarlaması
• hayat boyu öğrenme
• sürekli eğitim

EDUCATION MARKETING AND SOCIAL MEDIA IN THE FRAMEWORK OF LIFELONG LEARNING

Öz

Developing new technologies alongside the innovations they bring with them have been leading to change. This change takes place in many areas at various pace and scales. As a consequence of innovation and change, consumer behaviours alter and the demands for the skills and qualifications of the human capital that are required for the manufacture of goods and services diversify. For these reasons, countries have had to change their educational policies or update them as conditions and situations require. The perception of lifelong learning directly affects the educational policies of countries and therefore, training is delivered to improve people's competencies or to help them gain new competencies via various institutions (Continuing education centers, lifelong education centers, public education centers, etc.). The education sector is a constantly developing one and affects many others. In the sector, the marketing of educational services is of great importance. The number of students in international student mobility at higher education remains over 7 million with a budget of 300 billion dollars. Because of the pandemic, the online education market in the world has grown rapidly and exceeded 200 billion dollars. The increase in the rate of mobile devices usage by consumers, the rapid dissemination of e-learning methods and simplified access to them have led to updates on educational curricula. In 2026, the scale of online education market is estimated to be 375 billion dollars and the fastest growing area in this market is defined as language learning. Increased competition in the educational market, which is continuing to grow, requires parties in the sector to determine their marketing strategies according to today's conditions. The marketing activities of continuing education centers in the education sector with the help of social media sounds critical. In this study, the marketing of educational services by means of social media has been discussed and the websites and social media accounts of continuing education centers in Turkey have been examined by the content analysis method.

Anahtar Kelimeler

• Marketing
• social media marketing
• lifelong learning
• continuing education

Kaynakça

1. Alyakut, Ö. (2020). Destinasyon Pazarlaması Kapsamında Gastronomi Bilgi İçeriklerinin Analizi: Web Siteleri Üzerine Bir İnceleme, Türk Turizm Araştırmaları Dergisi. 4(3): 1867-1884.
2. Deniz, R.B. (2020). Instagramda Pazarlama Stratejileri ve Uygulamalarına Yönelik Bir İrdeleme. International European Journal of Managerial Research Dergisi / Cilt 4/ Sayı 7/ 150-167.
3. Devlet Planlama Teşkilatı (DPT) (2000). Sekizinci Beş Yıllık Kalkınma Planı (2001–2005). Hizmet Ticaretinin Serbestleştirilmesi Özel İhtisas Komisyonu Raporu, ss.52.
4. Duygun, A. (2007). Eğitim Hizmetlerinin Pazarlanmasında Hizmet Kalitesinin Ölçümü - Bir Pilot Araştırma, Yüksek Lisans Tezi, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü.
5. Göstergeleri, We Are Social’ın Hazırlamış Olduğu ‘’Dijital 2023 Türkiye’’ Raporundan Türkçeye Çevrilmiştir. https://www.guvenliweb.org.tr/dosya/HQTLP.pdf
6. Göstergeleri, 2022 E-Öğrenme İstatistikleri https://edtechturkiye.com/2022-e-ogrenme-istatistikleri-veriler-neyi-gosteriyor
7. Göstergeleri, 2021 Ocak Ayı Verilerine Göre En Çok Aktif Kullanıcı Sayısı Olan Sosyal Medya Platformları, https://www.statista.com/
8. Güney, S. (2010). Eğitim Hizmetlerinin Pazarlanması ve Nevşehir’deki Özel Okullarda bir Araştırma. Yüksek Lisans Tezi. Nevşehir Üniversitesi Sosyal Bilimleri Enstitüsü.

9. Karahan, K. (2006). Hizmet Pazarlaması, Beta Yayınları, İstanbul
10. Kaya, H.E. (2016). Yaşam boyu yetişkin eğitimi. Ankara: Nobel Akademik Yayıncılık.
11. Kıran, S., Yılmaz, C., Emre E.İ. (2019). Instagram’daki Influencer’ların Takipçiler Üzerindeki Etkisi. Uluslararası Yönetim Bilişim Sistemleri ve Bilgisayar Bilimleri Dergisi, 2019, 3(2):100-111.
12. Mert L. (2018). Dijital Pazarlama Ekseninde Influencer Marketing Uygulamaları. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 6(2), 1299-1328.
13. Mucuk, İ. (2001). Pazarlama İlkeleri, Türkmen Kitapevi, Onüçüncü Baskı, İstanbul.
14. Otan, G. (2007). Otel İşletmelerinde Pazarlama Stratejileri ve Bir Örnek Uygulama, Yüksek Lisans Tezi, Gazi Üniversitesi Sosyal Bilimler Enstitüsü.
15. Özsağır, A. ve Akın, A. (2012). Hizmetler Sektörü İçinde Hizmet Ticaretinin Yeri ve Karşılaştırmalı Bir Analizi, Elektronik Sosyal Bilimler Dergisi, Cilt.11, No.41, ss.311-331.
16. Öztürk, S. A. (2003). Hizmet Pazarlaması, Ekin Kitabevi, İstanbul.
17. Öztürk, S. A. (2005). Hizmet Pazarlaması, Ekin Kitabevi, Beşinci Baskı, Ankara.
18. Samancı, O. ve Ocakcı, E. (2017). Hayat Boyu Öğrenme. Bayburt Eğitim Fakültesi Dergisi, Cilt:12, Sayı:24, 711-722.
19. Torlak, Ö. (2001). Eğitim Hizmetleri Pazarlaması Açısından Üniversite Öğrencilerinin Hizmet Kalitesini Algılamalarının Önemi, Kuram ve Uygulamada Eğitim Yönetimi Dergisi, 27, 397-402.
20. Tuzcu, G. (2021). Eğitim Ekonomisi. Pegem Akademi. 1. Baskı: Mayıs 2021, Ankara.
21. Türkiye Dijital 2023, Türkiye’nin Nüfus, İnternet, Sosyal Medya, Mobil, E-Ticaret ve Dijital Pazarlama
22. United Nations Educational, Scientific and Cultural Organization (UNESCO), Global Education Monitoring Report 2020
23. Yanar K., Yılmaz G. (2017). Sosyal Medyanın Satın Alma Öncesi ve Sonrası Tüketici Davranışlarına Etkisi Üzerine Bfir Araştırma. Yönetim, Ekonomi ve Pazarlama Araştırmaları Dergisi 1(2), 24-40.
24. Yavuzyılmaz, O. (2015). Ağızdan Ağıza Pazarlama. Akademik Sosyal Araştırmalar Dergisi, Yıl: 3, Sayı: 14, Haziran 2015, s. 429-448
25. Yılmazsoy, B. (2019). Sosyal Ağların Pazarlama Üzerindeki Etkileri: Instagram Örneği. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 7 (1), 49-58. DOI: 10.18506/anemon.422055