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2016, Cilt 6, Sayı 2, Sayfa(lar) 231-241
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DOI: 10.5961/jhes.2016.159
A Qualitative Research on Educational Fields on which Universities Positioned Themselves in Turkey
Kahraman ÇATI1, Yusuf BİLGİN2, Önder KETHÜDA3
1Düzce University, Faculty of Management, Department of Management, Düzce, Turkey
2Bartın University, Faculty of Economics and Administrative Sciences, Department of Tourism Management, Bartın, Turkey
3Düzce University, Akçakoca School of Tourism and Hotel Management, Düzce, Turkey
Keywords: University, Positioning, Branding, Turkey

The aim of this study is to determine the educational fields on which universities position themselves in Turkey. The population of the research consists of state and private universities in Turkey. In this study, qualitative research design was used and data were collected by document review technique.The research data was obtained by analyzing introductory videos of universities in their websites. In this context, 90 introductory videos of universities were collected. The data obtained was analyzed with descriptive analysis technique. the result of the study showed that 49 out of 90 universities positioned themselves in the field of education. Medical, engineering, and economics and administrative sciences were mostly emphasized educational fields. The result of the study led to the conclusion, 41 universities analyzing introductory videos did not position themselves in the field of education.

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