![\"\"](\"https:\/\/profaj.com\/wp-content\/uploads\/2019\/06\/universite-adaylarina-en-kisa-yoldan-ulasin-profaj-2.jpg\")
\u00dcniversiteler g\u00fc\u00e7lerini, akademik kadrolar\u0131 ve programlar\u0131ndan ald\u0131klar\u0131 kadar, do\u011fru planlanm\u0131\u015f ileti\u015fim stratejileri ile olu\u015fturduklar\u0131 imajlar\u0131 ve bilinirlikleri ile de sa\u011flarlar. \u0130leti\u015fim stratejilerini do\u011fru planlamak ise kullan\u0131lacak b\u00fct\u00fcn tan\u0131t\u0131m ara\u00e7lar\u0131n\u0131 etkin kullanmay\u0131 gerektirir.<\/p>\n
T\u00fcrkiye\u2019de devlet ve vak\u0131f \u00fcniversitelerinin say\u0131s\u0131ndaki h\u0131zl\u0131 art\u0131\u015f, \u00fcniversiteler aras\u0131nda k\u0131yas\u0131ya bir rekabet ortam\u0131n\u0131n do\u011fmas\u0131na yol a\u00e7m\u0131\u015ft\u0131r. Bu durum, \u00fcniversitelerin \u00e7ok boyutlu ve t\u00fcm mecralarda g\u00f6r\u00fcnmeyi hedefleyen bir ileti\u015fim stratejisi y\u00fcr\u00fctmesini zorunlu k\u0131lm\u0131\u015ft\u0131r.<\/p>\n
\u00d6te yandan \u00fcniversitelerin, \u00f6\u011frenci say\u0131s\u0131n\u0131 ve niteli\u011fini art\u0131rmak i\u00e7in, tan\u0131t\u0131m ara\u00e7lar\u0131n\u0131 yo\u011fun olarak kullanmalar\u0131 da ka\u00e7\u0131lmaz olmu\u015ftur. Yaz\u0131l\u0131 ve g\u00f6rsel bas\u0131n, fuarlar, tan\u0131t\u0131m \u00e7ad\u0131rlar\u0131, kurumsal web siteleri, sosyal medya ara\u00e7lar\u0131, etkinlikler, promosyonel \u00fcr\u00fcnler, do\u011frudan postalama gibi bir\u00e7ok ara\u00e7, tercih d\u00f6nemleri ba\u015fta olmak \u00fczere, b\u00fct\u00fcn y\u0131la yay\u0131lan frekanslarla etkin olarak kullan\u0131lmaktad\u0131r.<\/p>\n
Oysa \u00fcniversiteler, hangi tan\u0131t\u0131m arac\u0131n\u0131n daha etkin oldu\u011funu kesin olarak bilirlerse, tan\u0131t\u0131ma ay\u0131rd\u0131klar\u0131 kaynaklar da daha etkili ve verimli olacakt\u0131r. \u00c7\u00fcnk\u00fc tan\u0131t\u0131m ve pazarlamaya ay\u0131rd\u0131\u011f\u0131 maddi g\u00fcc\u00fcn\u00fc, insan g\u00fcc\u00fcn\u00fc ve zaman\u0131n\u0131 en etkili \u015fekilde kullanacak ve b\u00f6ylece en az girdi ile en fazla verime ula\u015facakt\u0131r. Yani adaylar\u0131n tercihlerini yaparken hangi ileti\u015fim kanallar\u0131ndan yararland\u0131\u011f\u0131n\u0131 bilen \u00fcniversiteler, do\u011fru yerde do\u011fru zamanda onlarla bulu\u015farak k\u0131s\u0131tl\u0131 b\u00fct\u00e7elerini etkin kullanabilme olana\u011f\u0131na sahip olacaklard\u0131r.<\/p>\n
\u00dcniversitelerin kendini, gen\u00e7 \u00fcniversite adaylar\u0131na daha etkin ve daha h\u0131zl\u0131 aktarabilmesi i\u00e7in geleneksel tan\u0131t\u0131m yap\u0131lar\u0131ndan s\u0131yr\u0131l\u0131p, adaylar\u0131n profillerine uygun tan\u0131t\u0131m ara\u00e7lar\u0131n\u0131 bulma ve onlar\u0131n ilgisini \u00e7ekecek y\u00f6ntemler geli\u015ftirme zorunluluklar\u0131, bu anlamda ka\u00e7\u0131n\u0131lmaz bir sonu\u00e7tur. Yeni \u00e7a\u011f\u0131n ileti\u015fim ara\u00e7lar\u0131n\u0131 benimseyen \u00fcniversitelerin ise daha nitelikli ve daha \u00e7ok say\u0131da \u00f6\u011frenciye ula\u015fmalar\u0131 elbette m\u00fcmk\u00fcnd\u00fcr.<\/p>\n
Yap\u0131lan bir ara\u015ft\u0131rman\u0131n da (*) ispat etti\u011fi gibi, yukar\u0131da s\u0131ralad\u0131\u011f\u0131m\u0131z tan\u0131t\u0131m ara\u00e7lar\u0131 aras\u0131nda; ya\u015famakta oldu\u011fumuz \u201cdijital \u00e7a\u011f\u0131n\u201d da etkisiyle web sitesi, Google reklamlar\u0131, videolar ve sosyal medya hesaplar\u0131 bir ad\u0131m \u00f6ne \u00e7\u0131km\u0131\u015ft\u0131r. Bu mecralar\u0131 etkin ve d\u00fczenli kullanan \u00fcniversiteler, aday \u00f6\u011frencilere do\u011frudan ve kolayca ula\u015fmaktad\u0131r. \u00dcstelik dijital pazarlama ara\u00e7lar\u0131 olarak \u00f6zetlenebilecek bu mecralar, geleneksel tan\u0131t\u0131m ara\u00e7lar\u0131na g\u00f6re son derece ekonomiktir.<\/p>\n
(*) Kaynak: T\u00fcbitak – dergipark.org.tr<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" \u00dcniversiteler g\u00fc\u00e7lerini, akademik kadrolar\u0131 ve programlar\u0131ndan ald\u0131klar\u0131 kadar, do\u011fru planlanm\u0131\u015f ileti\u015fim stratejileri ile olu\u015fturduklar\u0131 imajlar\u0131 ve bilinirlikleri ile de sa\u011flarlar.<\/p>\n","protected":false},"author":1,"featured_media":30082,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[533,539],"tags":[540,541],"yst_prominent_words":[],"class_list":["post-31231","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en","category-universite-en","tag-profaj-en","tag-universite-en"],"_links":{"self":[{"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/posts\/31231","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/comments?post=31231"}],"version-history":[{"count":0,"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/posts\/31231\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/media\/30082"}],"wp:attachment":[{"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/media?parent=31231"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/categories?post=31231"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/tags?post=31231"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/profaj.com\/en\/wp-json\/wp\/v2\/yst_prominent_words?post=31231"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}