BUILDING A COMPETITIVE EDGE THROUGH MARKETING IN UZBEKISTAN’S STATE-FUNDED UNIVERSITIES
Keywords:
State-funded universities, Uzbekistan, higher education, strategic marketing, student retention, institutional competitiveness, alumni engagement, self-financing, internationalization.Abstract
State-funded universities in Uzbekistan dominate higher education, yet rising competition from private and foreign institutions challenges their position. Staying competitive requires not only improving education quality but also strategic marketing to enhance student attraction and retention. Recent trends include rapid institutional growth, an increasing share of tuition-paying students, and a surge in international enrollment. Public universities face disengaged students, heavy teaching loads, and limited marketing, while private and foreign institutions actively promote programs, offer preparatory courses, and provide international exposure. Marketing is increasingly crucial to communicate educational quality, campus facilities, career opportunities, and alumni achievements. By building a strong institutional brand and integrating marketing with educational improvements and international collaboration, state-funded universities can secure student loyalty, strengthen reputation, and maintain competitiveness in a rapidly evolving higher education landscape.
