2. Methodology

In quantitative methodology, content analysis was used to understand the nine private high schools media usage while they are reaching their stakeholders. As mentioned earlier,

Figure 1. Procedure in research.

perception in terms of private school's image is needed to be transferred from school to stakeholders. The successful school culture image is the responsibility of marketing communication professionals. To cope with highly competitive marketplace, the private high schools should use marketing communication tools professionally. The way of marketing communication tools depends on the target market and segments, which are researched by the organizations in the society. The use of marketing communication in private high school education in Northern Cyprus may create long-term successful mechanisms and its survival in the highly

Girne American College Kyrenia Doğu Akdeniz Doğa College Famagusta Ulus.Kıbrıs Koleji (Levent College) Nicosia Ted College Nicosia Necat British Academy Kyrenia The English School of Kyrenia Kyrenia Yakın Doğu College Nicosia Güvence College Kyrenia Final College Famagusta

Throughout 2015–2016 period, there are 94 high schools in Northern Cyprus in which 19,068 number of students get education from 1775 teachers, which show that each teacher should

As seen from Table 2, nine private schools give their education as an alternative to public school. The main difference between private schools and public schools are education hours. For instance, private school gives whole day education, start at 8 and finish 16.00 o'clock but public school gives half day education, start at 8 and finish 13.00 o'clock. On the other hand, the main common characteristic facilities for both type schools (public and private) depend on and are controlled by the Ministry of Education. There is a fixed syllabus for all schools that they should complete during the education period. Therefore, the private schools complete these fixed syllabuses and have a chance to give extra-curricular activities because of the time

In quantitative methodology, content analysis was used to understand the nine private high schools media usage while they are reaching their stakeholders. As mentioned earlier,

concentrate on approximately 11 students (the ratio of student/teacher) [9].

competitive education sector as well.

Table 2. Private school in Northern Cyprus.

100 Open and Equal Access for Learning in School Management

spending in the school hour [10].

2. Methodology

1.4. School structure in Northern Cyprus

according to Hofstede theory, quality versus quantity of life, private schools are trying to differentiate their education by focusing on more quality oriented rather than quantity of the life. In that case, there are nine private schools depending on Ministry of Education in different regions in North Cyprus and all were analyzed.

#### 2.1. Data collection procedure in research

In data collection, all nine private schools are separately analyzed one by one by checking their Facebook pages posts and web sites information to evaluate how and what types of information about their education services they are sharing during interactive communication with their target audience and whether if they can reflect their school culture; like their history, values, missions, and their vision in their activities, ceremonies, awards, and their slogan. Thus, in the analyses of web sites, information are analyzed and interpreted according to education system, price, place, communication elements, and school culture reflections. Also in Facebook pages, the posts are taken into consideration like follow, visit, posts, video, picture, and efficiency of the institution usage criteria as shown in Figure 1.

#### 2.2. Data collection and coding in research

As a data collection method, the researchers one by one categorized Facebook pages and Web sites of the private schools. Each private school's product as education, price, place, company, events, press releases, slogan, and logo were categorized and coded data were explained in each column. The content of each column was coded by researchers that the representative words and abbreviations were used as coded data.
