Uluslararası Öğrenci Pazarını Bölümlendirme: Birleşik Krallık'ta Bir Araştırma

Yıl 2017, Cilt: 7 Sayı: 3, 186 - 196, 01.12.2017

Önder Kethüda

Öz

Bu çalışmanın amacı uluslararası öğrencilerin üniversiteye gitmelerinde etkili olan faktörleri belirlemek ve bu faktörler itibari ile uluslararası öğrencileri farklı pazar bölümlerine ayırmaktır. Bu çerçevede Birleşik Krallık'ta öğrenim gören uluslararası öğrencilere üniversiteye kayıt yaptırmalarında etkili olan motivasyon unsurları sorulmuştur. Araştırmanın evrenini Birleşik Krallık'ta bulunan uluslararası öğrenciler oluşturmaktadır. Araştırma kapsamında 816 uluslararası öğrenciden veri toplanmıştır. Araştırma sonuçlarına göre, uluslararası öğrencilerin üniversiteye gitmelerinde; geleceğe ilişkin kariyer gelişimi hedefleri, sosyal yaşama yönelik beklentiler, üniversitelerin pazarlama faaliyetleri ve danışmanların yönlendirmesi, öğrencinin ailesinin yönlendirmesi ve öğrencinin geleceğe ilişkin kariyer belirsizliği faktörleri etkilidir. Kariyer gelişimine yönelik beklentiler ve aile yönlendirmesi üniversiteye kayıt yaptırmada en önemli motivasyon unsurlarıdır. Ayrıca, yükseköğretim kapsamında Birleşik Krallık'ı tercih eden uluslararası öğrenciler üç farklı pazar bölümüne ayrılabilir. Bu doğrultuda, daha fazla uluslararası öğrenciye ev sahipliği yapmak isteyen üniversitelere uluslararası öğrencilerden benzer özellik gösteren bir veya daha fazla grubu hedef kitle olarak belirlemeleri ve pazarlama stratejilerini bu kitleye yönelik geliştirmeleri yönünde tavsiyelerde bulunulmuştur.

Anahtar Kelimeler

Birleşik Krallık, bölümlendirme, hedef kitle belirleme, uluslararası öğrenci, yükseköğretim

Segmenting international student market: An investigation in the United Kingdom

Öz

The aims of the paper are to determine the factors which motivate international students to enroll in a university and to divide international students market into different market segments by these factors. To this aims, international students studying in the United Kingdom were asked about the motivation factors that are effective in their decision to enroll in tertiary education. The population of this research consisted of international students in the UK. Data were collected from 816 international students. According to the results of the research, future career plans, social life environment, marketing activities of universities and counselor advice, parental guidance, and not-being ready for work life were found as the reasons for international students' enrolling in a university. In addition, the most influential factors in international students' enrolling in a university were found factors associated with the future career plans and the parental guidance. Furthermore, international students studying in the UK might be divided into three different market segments. In accordance with these results, some suggestions about targeting one or more segments and developing marketing strategy for the targets were made for the universities that intend to host more international students.

Anahtar Kelimeler

Higher education, international student, segmentation, targeting, United Kingdom

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