Uluslararas› Ö¤renci Pazar›n› Bölümlendirme: Birleflik Krall›k’ta Bir Araflt›rma
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Dosyalar
Tarih
2017
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Deomed Publ, Istanbul
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çal›flman›n amac› uluslararas› ö¤rencilerin üniversiteye gitmelerinde etkili olan faktörleri belirlemek ve bu faktörler itibari ile uluslararas› ö¤rencileri
farkl› pazar bölümlerine ay›rmakt›r. Bu çerçevede Birleflik Krall›k’ta ö¤renim
gören uluslararas› ö¤rencilere üniversiteye kay›t yapt›rmalar›nda etkili olan
motivasyon unsurlar› sorulmufltur. Araflt›rman›n evrenini Birleflik Krall›k’ta
bulunan uluslararas› ö¤renciler oluflturmaktad›r. Araflt›rma kapsam›nda 816
uluslararas› ö¤renciden veri toplanm›flt›r. Araflt›rma sonuçlar›na göre, uluslararas› ö¤rencilerin üniversiteye gitmelerinde; gelece¤e iliflkin kariyer geliflimi
hedefleri, sosyal yaflama yönelik beklentiler, üniversitelerin pazarlama faaliyetleri ve dan›flmanlar›n yönlendirmesi, ö¤rencinin ailesinin yönlendirmesi
ve ö¤rencinin gelece¤e iliflkin kariyer belirsizli¤i faktörleri etkilidir. Kariyer
geliflimine yönelik beklentiler ve aile yönlendirmesi üniversiteye kay›t yapt›rmada en önemli motivasyon unsurlar›d›r. Ayr›ca, yüksekö¤retim kapsam›nda
Birleflik Krall›k’› tercih eden uluslararas› ö¤renciler üç farkl› pazar bölümüne
ayr›labilir. Bu do¤rultuda, daha fazla uluslararas› ö¤renciye ev sahipli¤i yapmak isteyen üniversitelere uluslararas› ö¤rencilerden benzer özellik gösteren
bir veya daha fazla grubu hedef kitle olarak belirlemeleri ve pazarlama stratejilerini bu kitleye yönelik gelifltirmeleri yönünde tavsiyelerde bulunulmufltur.
The aims of the paper are to determine the factors which motivate international students to enroll in a university and to divide international students market into different market segments by these factors. To this aims, international students studying in the United Kingdom were asked about the motivation factors that are effective in their decision to enroll in tertiary education. The population of this research consisted of international students in the UK. Data were collected from 816 international students. According to the results of the research, future career plans, social life environment, marketing activities of universities and counselor advice, parental guidance, and not-being ready for work life were found as the reasons for international students' enrolling in a university. In addition, the most influential factors in international students' enrolling in a university were found factors associated with the future career plans and the parental guidance. Furthermore, international students studying in the UK might be divided into three different market segments. In accordance with these results, some suggestions about targeting one or more segments and developing marketing strategy for the targets were made for the universities that intend to host more international students.
The aims of the paper are to determine the factors which motivate international students to enroll in a university and to divide international students market into different market segments by these factors. To this aims, international students studying in the United Kingdom were asked about the motivation factors that are effective in their decision to enroll in tertiary education. The population of this research consisted of international students in the UK. Data were collected from 816 international students. According to the results of the research, future career plans, social life environment, marketing activities of universities and counselor advice, parental guidance, and not-being ready for work life were found as the reasons for international students' enrolling in a university. In addition, the most influential factors in international students' enrolling in a university were found factors associated with the future career plans and the parental guidance. Furthermore, international students studying in the UK might be divided into three different market segments. In accordance with these results, some suggestions about targeting one or more segments and developing marketing strategy for the targets were made for the universities that intend to host more international students.
Açıklama
WOS: 000423941000004
Anahtar Kelimeler
Higher education, international student, segmentation, targeting, United Kingdom
Kaynak
Yuksekogretim Dergisi
WoS Q Değeri
N/A
Scopus Q Değeri
Cilt
7
Sayı
3
