Özet:

Background/purpose – The lack of research on higher education institution marketing, especially regarding tuition fee setting by Azerbaijani universities, is the reason for conducting this study. Hence, this study aims to identify the current state of tuition fee settings in state and private universities in Azerbaijan.   Materials/methods – To achieve this, the research systematically examined peer-reviewed articles published in reputable journals. A search query that incorporated important terms such as financing of HEIs, students as customers, and price-setting approaches was applied to a number of databases. Data about 15 private and state universities was collected from reliable sources and the current situation in private and state Azerbaijani universities was discussed. Results – Private universities in Azerbaijan should apply marketing strategies more and pay attention very carefully to their price-setting approach in order to attract more students and survive in the current marketplace. Price/tuition fee-setting policies for all universities in Azerbaijan should be prepared and approved by the government in order to prevent artificially increased prices. Conclusion – This study makes a unique contribution to Azerbaijani science, and may also be a valuable resource for researchers interested in higher education marketing in Azerbaijan.

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