Vol. 3 No. 5 (2026), Articles
Vol. 3 No. 5 (2026)

UNIVERSITET BRENDINGINING XALQARO REYTINGLARDAGI O‘RNIGA TA’SIRI: TOP UNIVERSITETLAR TAJRIBASI VA O‘ZBEKISTON MISOLIDA TAHLIL

Articles
Published 2026-07-04
O'rozboyev Sanjar Islom o'g'li
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Keywords

universitet brendi, brend kapitali, xalqaro reytinglar, QS World University Rankings, akademik obro‘, ish beruvchilar obro‘si, oliy ta’lim marketingi, O‘zbekiston oliy ta’limi.

Abstract

Ushbu tezisda universitet brendingi tushunchasi, uning tarkibiy elementlari va xalqaro akademik reytinglar (QS World University Rankings, Times Higher Education, ARWU) tizimidagi o‘rni ilmiy jihatdan tahlil qilinadi. Tadqiqotda brend menejmenti nazariyasi (Aaker, Kotler, Chapleo, Hemsley-Brown va Oplatka) reyting metodologiyasi bilan bog‘lanib, akademik obro‘ (academic reputation) va ish beruvchilar obro‘si (employer reputation) kabi reputatsion ko‘rsatkichlarning brend kapitali bilan uzviy bog‘liqligi ko‘rsatib beriladi. Dunyoning yetakchi universitetlari (MIT, Oxford, Harvard, ETH Zürich, NUS) tajribasi qiyosiy tahlil qilinadi hamda O‘zbekiston oliy ta’lim tizimining QS World University Rankings 2026 natijalari misolida milliy universitetlar brendingini rivojlantirish yo‘nalishlari bo‘yicha ilmiy asoslangan tavsiyalar ishlab chiqiladi.
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References

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