STRATEGIES FOR THE MARKETING OF HIGHER EDUCATION WITH COMPARATIVE CONTEXTUAL REFERENCES BETWEEN AUSTRALIA AND TURKEY

Demiray U., Nagy J., Yilmaz A.

TURKISH ONLINE JOURNAL OF DISTANCE EDUCATION, cilt.8, sa.2, ss.157-173, 2007 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 8 Sayı: 2
  • Basım Tarihi: 2007
  • Dergi Adı: TURKISH ONLINE JOURNAL OF DISTANCE EDUCATION
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus
  • Sayfa Sayıları: ss.157-173
  • Anahtar Kelimeler: Education, higher education, marketing, distance education, marketing strategies, Turkey, Australia
  • Anadolu Üniversitesi Adresli: Evet

Özet

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.