Strategies for the marketing of higher education with comparative contextual references between Australia and Turkey

Demiray, Ugur, Nagy, Judith and Yilmaz, Ayhan R. 2007, Strategies for the marketing of higher education with comparative contextual references between Australia and Turkey, Turkish online journal of distance education, vol. 8, no. 2, Article 14, pp. 157-173.

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Title Strategies for the marketing of higher education with comparative contextual references between Australia and Turkey
Author(s) Demiray, Ugur
Nagy, Judith
Yilmaz, Ayhan R.
Journal name Turkish online journal of distance education
Volume number 8
Issue number 2
Season Article 14
Start page 157
End page 173
Publisher Anadolu University
Place of publication Eskisehir, Turkey
Publication date 2007-04-01
ISSN 1302-6488
Keyword(s) higher education
education
marketing
distance education
marketing strategies
Turkey
Australia
Summary Education is now a global product with institutions worldwide competing for students and finding ever more creative ways to satisfy student needs and preferences. With the continuing rise in the preference for flexible distance learning, educational institutions are finding that when students and faculty have significantly different cultural backgrounds and learning styles that the expectations of the learning experience can be unfulfilled. In Australia, international students have made education Australia’s third largest service export, earning $5.8 billion. This means that student populations have moved from being homogenous and captive to domestic constraints and expectations, to being multi-cultural, dispersed and subject to a plethora of constraints and expectations. Today in Turkey, education is the responsibility of government however, in recent years, the private sector has entered the market providing educational services at all levels. In particular, after the 1990s, private higher education institutions (HEIs) with a commercial focus have mushroomed.

In 2007, there are 25 private universities in Turkey with more than 2.000.000 students enrolled in these universities. Of these students, more than 1.000.000 are registered in distance education faculties. With such large student numbers competition between private universities for students has intensified particularly over the last 15 years. As a consequence the need to develop strategies for attracting students has become more important. Marketing strategies in Turkey have tended to concentrate on three distinct categories: strategies between governmental HEIs, private HEIs and distance education HEIs. The contribution of technologies to education processes has been immense with students and faculty each learning to adapt to an environment of continuous change and opportunities. This paper seeks to explore the notion that a competitive advantage in marketing of higher education can be attained by customizing learning experiences for particular student cohorts in a pro-active and constructive way.
Language eng
Field of Research 130103 Higher Education
Socio Economic Objective 970113 Expanding Knowledge in Education
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2007, Anadolu University
Persistent URL http://hdl.handle.net/10536/DRO/DU:30007662

Document type: Journal Article
Collection: Deakin Graduate School of Business
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