Özet:

The number of higher education institutions in our country and in the world is increasing every day. With this increasing number, higher education institutions have significant developments in their qualities and quantities. These positive developments make the competition in the higher education field more difficult. Higher education institutions, on the one hand, are forced to compete with new higher education institutions supported by increasing numbers of strong capital owners within the country’s borders; on the other hand, they are forced to compete with other institutions outside the country’s borders due to the influence of globalization. Thus, the institutions have also begun to follow various differentiation strategies to ensure competition over 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 themselves and their educational services and the opportunities they offer to their stakeholders with marketing communications activities. In this study, it was first attempted to identify the marketing communication elements that could be applied in higher education institutions, and the university students were shown to be influenced by which marketing communication elements in the preferred stage. For this purpose, the preparation and first-class students were applied to the survey. The results of the survey were uploaded to the SPSS 22.0 program and identifiable statistics, reliability tests, factor, correlation and regression analysis were carried out. Thus, it is tried to reveal the elements of marketing communication that higher education institutions should be based on creating marketing strategies.