Abstract:
The importance of education is being better understood day by day in Turkey like all the world, and as a result of that, desire of raising qualified people is being descriptive on the rapid rise in the number of universities. The purpose of the study is to understand communication tools’, which are used for competitive advantage by universities and vocational schoolls whose number increases year by year, effectiveness on the university candidates' preferences. There are number of studies related to the university marketing in the literature but, none of them had studied the effectiveness of marketing communication tools on the university candidates’ choices. The study is important because of it’s being the first study in this area. It is intended to be a path for the future works and industry professionals.

Keywords: University Marketing, Communications Media, Paid Media, Owned Media, Earned Media, Events, Promotional Products.

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