Positioning Strategies of Universities: An Investigation on Universities in Istanbul

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dc.contributor.authorCati, Kahraman
dc.contributor.authorKethüda, Önder
dc.contributor.authorBilgin, Yusuf
dc.date.accessioned2020-04-30T23:21:08Z
dc.date.available2020-04-30T23:21:08Z
dc.date.issued2016
dc.departmentDÜ, İşletme Fakültesi, İşletme Bölümüen_US
dc.descriptionBilgin, Yusuf/0000-0003-0656-2031en_US
dc.descriptionWOS: 000377907000012en_US
dc.description.abstractThe 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.en_US
dc.identifier.doi10.15390/EB.2016.2723en_US
dc.identifier.endpage234en_US
dc.identifier.issn1300-1337
dc.identifier.issue185en_US
dc.identifier.scopusqualityQ3en_US
dc.identifier.startpage219en_US
dc.identifier.urihttps://doi.org/10.15390/EB.2016.2723
dc.identifier.urihttps://hdl.handle.net/20.500.12684/4142
dc.identifier.volume41en_US
dc.identifier.wosWOS:000377907000012en_US
dc.identifier.wosqualityQ4en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherTurkish Education Assocen_US
dc.relation.ispartofEgitim Ve Bilim-Education And Scienceen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectPositioningen_US
dc.subjectPositioning strategiesen_US
dc.subjectUniversityen_US
dc.subjectPromotional movieen_US
dc.subjectIstanbulen_US
dc.titlePositioning Strategies of Universities: An Investigation on Universities in Istanbulen_US
dc.typeArticleen_US

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