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№ 5 (2026)
Marketing

Ilmiy maqolalar

STRATEGIC MARKETING, STUDENT ATTRACTION, AND FINANCIAL SUSTAINABILITY IN UNIVERSITIES: EVIDENCE FROM UZBEKISTAN AND CENTRAL ASIA

Опубликован 2026-05-11

Авторы
Inomiddin Imomov
pdf (узбекский) Google Scholar Google Scholar

Аннотация

Mazkur tadqiqotda Oʻzbekiston va Markaziy Osiyo oliy taʼlim muassasalarida
strategik marketingning talabalarni jalb etish, institutsional reputatsiya hamda
moliyaviy barqarorlikka taʼsirini oʻrganilgan. Raqobatning kuchayishi, demografik
oʻsish, xalqaro integratsiya va xususiy sektor kengayishi sharoitida universitetlar
bozorga yoʻnaltirilgan strategiyalarni qoʻllashi zarur. Tadqiqot oliy taʼlim marketingi
nazariyasi, brending modellari va institutsional barqarorlik konsepsiyalari asosida olib
borildi. Natijalar strategik marketing talabalar sonining oshishi, kontrakt tushumlari
barqarorligi, brend obroʻsi va manfaatdor tomonlar bilan aloqalarni yaxshilashga ijobiy
taʼsir koʻrsatishini aniqladi. Raqamli marketing, universitet brendinggi va xizmat sifati
boshqaruvi eng muhim omillar sifatida baholandi. Tadqiqotda universitet rahbarlari
hamda siyosatchilar uchun amaliy takliflar berilgan.

Ключевые слова

strategic marketing, higher education, university branding, student attraction, financial sustainability, Uzbekistan, Central Asia.

Библиографические ссылки

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