Positioning Strategies of Universities: An Investigation on Universities in Istanbul
Yükleniyor...
Dosyalar
Tarih
2016
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Turkish Education Assoc
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
The purpose of this study is to identify positioning strategies in which universities want to be distinctive in the mind of prospective students. For this purpose, the research was designed in the case study pattern by using qualitative methodology. The population of the research includes the universities in Istanbul. Purposive sampling was used and the universities that had put their promotional videos on their web pages, were investigated. The research data were obtained by typing the written and verbal statements in the promotional videos. The data were analyzed by using content analysis. In conclusion, eight positioning strategies pursued by the universities were defined. Furthermore, the research indicated that there were some differences in positioning strategies between public and foundation universities. Finally, the positioning map was generated for the universities which were included in the research. Public and private universities wishing to create a different image from their competitors are recommended to benefit from the positioning map.
Açıklama
Bilgin, Yusuf/0000-0003-0656-2031
WOS: 000377907000012
WOS: 000377907000012
Anahtar Kelimeler
Positioning, Positioning strategies, University, Promotional movie, Istanbul
Kaynak
Egitim Ve Bilim-Education And Science
WoS Q Değeri
Q4
Scopus Q Değeri
Q3
Cilt
41
Sayı
185
