Page 53 - Azerbaijan State University of Economics

Turan Suleymanov: Transformation of Higher Education in Azerbaijan: Reforms, Policies and Current Trends

IMPLEMENTATION OF VERTICAL AND HORIZONTAL INTEGRATION
STRATEGIES BY HE INSTITUTIONS
The recent reforms have also led to Azerbaijan’s higher education institutions to pursue
vertical and horizontal business strategies. One of such strategies was directed to the
vocational education market. Financial and Economics College under UNEC and
Azerbaijan Pedagogical College under ASPU are very good examples. Establishment of
both of these colleges were realised by decree of the Cabinet of Ministers of the
Republic of Azerbaijan in 2015 and 2016 (UNEC, 2020; ADPKU, 2020). In addition,
private universities have also received licenses from government in regard to offering
vocational education. Odlar Yurdu University, which offers vocational education under
the Secondary Vocational Education College, is another good example.

One of the business strategies of higher education universities is related to their primary
and secondary education sectors. There are schools under both Khazar University
(Dunya School) and Odlar Yurdu Universitieis (Baku British School). ADA university
established a secondary school, ADA school in 2019. (ADA School, 2020)

In addition, higher education institutions have recently been focusing their efforts to
professional trainings to business and consultation for the private and government
sectors.
IMPLEMENTATION OF MARKETING AND BRANDING CONCEPTS IN
HE INSTITUTIONS

Fierce local and international competition has also led to the application of
marketing and branding concepts in higher education institutions of Azerbaijan
(Suleymanov, 2019). UNEC, ASPU, ASOIU and ADA University have recently
conducted corporate rebranding campaigns and strategy development plans.
Universities often refer to branding and marketing concept for positioning purposes
and aim to become a first choice of students.
INCREASE IN NUMBER OF FOREIGN STUDENTS

The number of foreign students studying in Azerbaijani universities continues to
grow. In the 2017/2018 academic year, the number of foreign students studying in
Azerbaijan increased by 17 percent and reached 5,871. These students came from 76
countries. (Ministry of Education, 2019) Today, almost every higher education
institution develops strategies and plans to increase the number of foreign students
in the economy. Attracting foreign students means more funding. In order to attract
more foreign students, some Azerbaijani universities develop branding and
marketing tools.

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