ÜNİVERSİTELERİN PAZARLANMASINDA TUTUNDURMA BOYUTU: KAVRAMSAL BİR İRDELEME

Pazarlama, tum universiteler icin onemli bir kavram haline gelmistir. Universite sayilarindaki artis, rekabeti de beraberinde getirmektedir. Bu rekabette basarili olabilmek icin ogrencilerin universitelerle ilgili hangi konulara dikkat ettiginin bilinmesi gerekmektedir. Calismanin konusunu universitelerin pazarlanmasi olusturmaktadir. Calismanin amaci universitelerin pazarlanmasinda pazarlama karmasinda yer alan tutundurma boyutunun kavramsal olarak irdelenmesidir. Bu baglamda calismada universite pazarlamasi, universite pazarlama karmasi ve universite pazarlama karmasinda tutundurma boyutu ele alinmistir. Anahtar Kelimeler: Universite, universite pazarlamasi, universite pazarlama karmasi, tutundurma Promotion Dimension Of University Marketing: A Conceptual Analysis ABSTRACT Marketing concept has become very important to all universities. The increase in the number of universities causes competition in higher education sector. In order to be successful universities should explore what factors affect students in choosing a university. The topic of this study is marketing of universities. The aim of this study is to assess conceptually the promotion dimension of marketing mix of universities. In this regard in the study the concepts of marketing of universities, the marketing mix of universities and the promotion dimension of marketing mix of universities has been taken into consideration. Keywords: University, Marketing of Universities, Marketing Mix of Marketing of Universities, promotion