Özet:

Especially when today's conditions of competition are taken into consideration, marketing communication activities have critical importance for the institutions to continue their activities and to continue their existence. For this reason, it can be said that marketing communication activities are a concept that needs to be managed correctly and carefully. The number of higher education institutions is increasing day by day in our country and in the world. The positive developments also make competition in higher education more difficult each passing day. While higher education institutions are forced to compete with new higher education institutions, increasing in number within the country boundaries, supported by strong capital owners on the one hand; on the other hand under the influence of globalization they have to compete with extraterritorial institutions. Therefore, institutions have started to follow various differentiation strategies in order to be able to gain superiority against each other. Marketing communication activities are also one of the important tools in the process of these differentiation strategies. Higher education institutions should increase their awareness and value by sharing the superior aspects of their and their educational services and the opportunities they offer their stakeholders with marketing communication activities. First of all, it was investigated how important the marketing communication in the preferences of the higher education institutions is, the role of marketing communication activities on student preferences was tried to be specified and it was revealed that university students were more influenced by which marketing communication activities during the preference stage in this study. To that end, preparatory and first-year students have been involved in this survey. In this way, it has been tried to determine whether there are differences between marketing communication activities in terms of student profiles and marketing communication activities that should be based on the marketing strategies of higher education institutions

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