Üniversiteler değişen küresel bilgi koşullarına ayak uydurmaya çalışırken güncel olmayı hedeflemektedir. Bu güncel olma hedefine ulaşma yolunda; stratejik planlama yapma, marka algısını oluşturma ve bu algıyı doğru pazarlayabilmelidirler. Eğitim hizmetlerinin doğru bir şekilde pazarlanması, doğru yerlere ulaşması üniversiteler açısından tercih edilebilirlik yönüyle önemli olmakta ve algılanan hizmetler öğrencilerin tercihlerini etkileyebilmektedir. Bu çalışma ile eğitim gibi önemi yüksek, ülkeye katma değer sağlayan konunun belirlenen paydaşlara göre nasıl değerlendirildiği araştırılmıştır. Bu amaçla, uzmanların konu ile ilgili görüşleri çok ölçütlü karar verme tekniklerinden Analitik Hiyerarşi Prosesi (AHP) ile değerlendirilmeye çalışılmıştır. Yapılan literatür çalışması ve elde edilen bulgular ışığında eğitim hizmetlerinin pazarlanmasında etki eden 6 ölçüt ve öncelikle hareket edilmesi gereken alanın bulunması amacıyla da 3 seçenek hizmet alanı belirlenmiştir. Hiyerarşik yapının çözümü ikili karşılaştırmaları temel almaktadır. Uzman görüşlerinin ortalamaları alınarak ölçüt ve seçenek karşılaştırmaları yapılmıştır. Eğitim hizmetleri pazarlaması, akademik boyutta sıklıkla araştırılmış bir konu değildir. Yapılan bu çalışmanın alana katkı sağlayacağı ve günden güne rekabetin arttığı eğitim hizmetleri konusunda yeni stratejiler için yol gösterici olacağı düşünülmektedir.
The universities aim to be up-to-date while they are trying to adopt the alternating global information conditions. In order to achieve their goals, they need to apply strategic marketing techniques and create a brand perception. Furthermore, they should market this perception correctly as it is an effective factor for the applicants to direct their future education. This study investigates how education, a highly important subject for every developing country, has been evaluated in terms of its' stakeholders. For this purpose, we analyze the opinions of experts about the subject by using a multi-criteria decision making technique, namely Analytical Hierarchical Process (AHP). Categorizing the choices as social, economic, and educational activities, the average scores of expert opinions are calculated and several comparisons are made. According to this analysis, educational services are the most prominent group with an average score of 61.542%. Social and economic services follow the leading group with average scores of 20.668% and 17.789% respectively. As a result of the resulting weights, it is concluded that the studies to be carried out in the field of education services can be more effective than social and economic services. To the best of our knowledge, the marketing of educational services has not been deeply researched. We believe that our study contributes to the literature and provides insights for the new strategies of marketing educational services, in which competition grows every day.
The universities aim to be up-to-date while they are trying to adopt the alternating global information conditions. In order to achieve their goals, they need to apply strategic marketing techniques and create a brand perception. Furthermore, they should market this perception correctly as it is an effective factor for the applicants to direct their future education. This study investigates how education, a highly important sbuject for every developing country, has been evaluated in terms of its’ stakeholders. For this purpose, we analyze the opinions of experts about the subject by using a multi-criteria decision making technique, namely Analytical Hierarchical Process (AHP). Categorizing the choices as social, economic, and educational activities, the average scores of expert opinions are calculated and several comparisons are made. According to this analysis, educational services are the most prominent group with an average score of 61.542 %. Social and economic services follow the leading group with average scores of 20.668 % and 17.789 % respectively. As a result of the resulting weights, it is concluded that the studies to be carried out in the field of education services can be more effective than social and economic services. To the best of our knowledge, the marketing of educational services has not been deeply researched. We believe that our study contributes to the literature and provides insights for the new strategies of marketing educational services, in which competition grows every day.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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