Can Distance Education Be A Permanent Education Method? Reveling the Marketing Perspective Within the Scope of Education Marketing

Yıldırım Yıldırım

Makale detayları

Can Distance Education Be A Permanent Education Method? Reveling the Marketing Perspective Within the Scope of Education Marketing

Yazarlar:

Yıldırım Yıldırım

Yayıncı:

Bolu Abant Izzet Baysal University

Ana Başlıklar:

Hizmet Pazarlaması | Pazarlama (Diğer)

Dergi:

Abant Sosyal Bilimler Dergisi Vol.25 Issue 2, pp.743-763

Belge Tipi:

Makale

Yayın Tarihi:

7/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001351090

pISSN:

2757-9425

Anahtar kelimeler:

Özet:

 This study was carried out using the interview technique, which is one of the qualitative methods. The study, which was conducted by asking open-ended questions with ten marketing academicians working at universities, has a distinctive and different feature in that it is the first study in which distance education is evaluated at the higher education level from the eyes of marketers. Because previous studies were handled in terms of education, students, teachers, parents and other stakeholders were included in the sampling. However, in this study, distance education has been evaluated from the perspective of marketers and the future existence and permanence of distance education has been opened to discussion. As a result of the research, it has been revealed that distance education is a product service that can be marketed, it should be focused on the product the most, but all marketing mix elements are important, and distance education is described as flexible, easy, accessible and cheap. In addition, it has been found that the most critical success factor in distance education is technical infrastructure, hardware and a user-friendly interface, it can be used mostly in social sciences and theory-based courses, private universities are more advantageous in distance education, and distance education is most suitable for personal development courses rather than higher education. In addition, it has been observed that marketing academics do not see students as customers, and they think that distance education will be a permanent education method in the future, but not a substitute for face-to-face education, but an alternative education method.

 This study was carried out using the interview technique, which is one of the qualitative methods. The study, which was conducted by asking open-ended questions with ten marketing academicians working at universities, has a distinctive and different feature in that it is the first study in which distance education is evaluated at the higher education level from the eyes of marketers. Because previous studies were handled in terms of education, students, teachers, parents and other stakeholders were included in the sampling. However, in this study, distance education has been evaluated from the perspective of marketers and the future existence and permanence of distance education has been opened to discussion. As a result of the research, it has been revealed that distance education is a product service that can be marketed, it should be focused on the product the most, but all marketing mix elements are important, and distance education is described as flexible, easy, accessible and cheap. In addition, it has been found that the most critical success factor in distance education is technical infrastructure, hardware and a user-friendly interface, it can be used mostly in social sciences and theory-based courses, private universities are more advantageous in distance education, and distance education is most suitable for personal development courses rather than higher education. In addition, it has been observed that marketing academics do not see students as customers, and they think that distance education will be a permanent education method in the future, but not a substitute for face-to-face education, but an alternative education method.

 This study was carried out using the interview technique, which is one of the qualitative methods. The study, which was conducted by asking open-ended questions with ten marketing academicians working at universities, has a distinctive and different feature in that it is the first study in which distance education is evaluated at the higher education level from the eyes of marketers. Because previous studies were handled in terms of education, students, teachers, parents and other stakeholders were included in the sampling. However, in this study, distance education has been evaluated from the perspective of marketers and the future existence and permanence of distance education has been opened to discussion. As a result of the research, it has been revealed that distance education is a product service that can be marketed, it should be focused on the product the most, but all marketing mix elements are important, and distance education is described as flexible, easy, accessible and cheap. In addition, it has been found that the most critical success factor in distance education is technical infrastructure, hardware and a user-friendly interface, it can be used mostly in social sciences and theory-based courses, private universities are more advantageous in distance education, and distance education is most suitable for personal development courses rather than higher education. In addition, it has been observed that marketing academics do not see students as customers, and they think that distance education will be a permanent education method in the future, but not a substitute for face-to-face education, but an alternative education method.

 Bu çalışma nitel yöntemlerden biri olan görüşme tekniği kullanılarak gerçekleştirilmiştir. Üniversitelerde görev yapan pazarlamacı on akademisyen ile açık uçlu sorular sorularak yapılan çalışma, ilk kez pazarlamacıların gözünden, yükseköğretim düzeyinde uzaktan eğitimin değerlendirildiği çalışma olması yönünden ayırt edici ve farklı bir özellik taşımaktadır. Çünkü önceki çalışmalar eğitim yönünden ele alınmış, örnekleme ise öğrenciler, öğretmenler, veliler ve diğer paydaşlar dahil edilmiştir. Oysaki bu çalışmada uzaktan eğitim pazarlamacı gözüyle değerlendirilmiş ve uzaktan eğitimin gelecekteki varlığı ve kalıcılığı tartışmaya açılmıştır. Araştırma sonucunda uzaktan eğitimin pazarlanabilecek bir ürün hizmet olduğu, en çok ürüne odaklanılması gerektiği ancak bununla birlikte bütün pazarlama karması elemanlarının önemli olduğu, uzaktan eğitimin esnek, kolay, erişilebilir ve ucuz olarak nitelendirildiği ortaya çıkmıştır. Ayrıca uzaktan eğitimde en kritik başarı faktörünün teknik altyapı, donanım ve kullanıcı dostu bir arayüz olduğu, en çok sosyal bilimlerde ve teoriye dayalı derslerde kullanılabileceği, özel üniversitelerin uzaktan eğitimde daha avantajlı olduğu ve uzaktan eğitimin en çok yükseköğretimden ziyade kişisel gelişim kursları için elverişli olduğu bulunmuştur. İlaveten pazarlamacı akademisyenlerin öğrencileri müşteri olarak görmediği, gelecekte uzaktan eğitimin kalıcı ancak yüzyüze eğitimin yerini alan değil, ona alternatif bir eğitim yöntemi olacağını düşündükleri görülmüştür.

Makale detayları

Can Distance Education Be A Permanent Education Method? Reveling the Marketing Perspective Within the Scope of Education Marketing

Yazarlar:

Yıldırım Yıldırım

Yayıncı:

Bolu Abant Izzet Baysal University

Ana Başlıklar:

Hizmet Pazarlaması | Pazarlama (Diğer)

Dergi:

Abant Sosyal Bilimler Dergisi Vol.25 Issue 2, pp.743-763

Belge Tipi:

Makale

Yayın Tarihi:

7/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001351090

pISSN:

2757-9425

Distance education

Marketing

Education marketing

Service marketingUzaktan eğitim

Pazarlama

Eğitim pazarlaması

Yükseköğretim

Sayı

Makale detayları

Yazarlar: Yıldırım Yıldırım

Yayıncı: Bolu Abant Izzet Baysal University

Ana Başlıklar: Hizmet Pazarlaması | Pazarlama (Diğer)

Dergi: Abant Sosyal Bilimler Dergisi Vol.25 Issue 2, pp.743-763

Belge Tipi: Makale

Yayın Tarihi: 7/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001351090

pISSN: 2757-9425

Sayı

Yazarlar:

Yıldırım Yıldırım

Yayıncı:

Bolu Abant Izzet Baysal University

Ana Başlıklar:

Hizmet Pazarlaması | Pazarlama (Diğer)

Dergi:

Abant Sosyal Bilimler Dergisi Vol.25 Issue 2, pp.743-763

Belge Tipi:

Makale

Yayın Tarihi:

7/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001351090

pISSN:

2757-9425