Year: 2025
Type: article
Study design: Observational Study
Abstract: This study aims to measure the perception levels of high school senior students towards Atatürk University in the context of education marketing and the impact of the university's advertising activities on these perceptions. The research was conducted surveys applied to 12th grade students studying in different types of high schools in Erzurum. The survey results allowed the determination of the variables that students consider in their university preferences and the perception level towards Atatürk University was measured. The effects of advertising activities carried out in these areas were analyzed by comparing the educational variables that students were asked to rank in order of priority with their perceptions towards the university. Findings revealed that the educational variables that students consider in their preferences differed according to the types of high schools. It was determined that the general perception towards Atatürk University was at an average level. Advertising activities were effective in creating a change in students' perceptions and a positive change was observed in the general perception towards the university following the promotional activities. Also, it was concluded that the geographical location and climate conditions of the city where the university is located played an important role in students' university preferences.
Authors: Hatice Nur Yıldız, Mehmet Serdar Erciş
Institution: Atatürk University
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Quality education
Open Access status: bronze
Funder: Atatürk Üniversitesi
OpenAlex ID: W7117555070