نگاشت علّی برند موفق در آموزش عالی ایران (مورد مطالعه دانشگاه فنی و حرفهای
محورهای موضوعی : مدیریت بازرگانی- بازرگانی
شهناز نایب زاده
1
(
استاد گروه مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
)
ارسلان نامی
2
(
دکتری گروه مدیریت، دانشگاه فنی و حرفه ای، بوشهر، ایران (نویسنده مسئول)
)
سیدحسن حاتمی نسب
3
(
استادیار گروه مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
)
محمدتقی هنری
4
(
استادیار گروه مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
)
کلید واژه: برند موفق, آموزشعالی, دانشگاه فنی و حرفهای, نگاشت علّی,
چکیده مقاله :
هدف اصلی این مطالعه، شناسایی، دسته بندی و نگاشت علّی مولفه های برند موفق در آموزش عالی است. این پژوهش از نظر هدف؛ کاربردی، از نظر ماهیت؛ اکتشافی- تحلیلی؛ از نظر روش گردآوری داده ها، ترکیبی (کیفی- کمی) است. براین اساس، در فاز کیفی با مرور ادبیات و پیشینه پژوهش و تاییدیه خبرگان مولفه های برند موفق در آموزش عالی شناسایی شد. سپس با استفاده از نظر خبرگان این مولفه ها دسته بندی گردید. در نهایت با استفاده از پرسشنامه مقایسه زوجی داده های مورد نیاز از 11 خبره دانشگاه فنی و حرفه ای استخراج و با استفاده از رویکرد نگاشت علّی مدل برند موفق با نقشه ذهنی ادغامی خبرگان طراحی شد. یافته های فاز کیفی نشان داد برند موفق در آموزش عالی بطور کلی در مقوله های تصویر دانشگاه، هزینه ها و موارد مالی، خدمات و امکانات دانشگاهی، تبلیغات و ارتباطات برون سازمانی، برنامه ریزی و موفقیت آموزشی و موقعیت دانشگاه دسته بندی شد. بیشترین رابطه متغیرها مربوط به خدمات و امکانات دانشگاهی با هزینه ها و موارد مالی، سپس رابطه بین متغیرهای تصویر دانشگاه و خدمات و امکانات دانشگاهی است. ضعیف ترین رابطه نیز بین متغیر هزینه و موارد مالی با متغیر تصویر دانشگاه و برنامه ریزی و موفقیت آموزشی با هزینه ها و موارد مالی است. برند موفق در دانشگاه فنی و حرفه ای از مقوله های تصویر دانشگاه، هزینه ها و موارد مالی، خدمات و امکانات دانشگاهی، تبلیغات و ارتباطات برون سازمانی، برنامه ریزی و موفقیت آموزشی و موقعیت دانشگاه تشکیل شده است.
This goal of the research is identify, categorize and causally map the components of a successful brand in higher education. This research in terms of purpose; functional, in nature; exploratory-analytical; in data collection method, it is a combined (qualitative-quantitative) method. In the qualitative phase, the components of a successful brand were identified by reviewing the literature and research background and experts' confirmation. Then, using the opinion of experts, these components were categorized. Ultimately, by using a pairwise comparison questionnaire, the required data was extracted from 11 experts of the technical and vocational university, and by using the causal mapping approach, the successful brand model was designed with the integration mental map of the experts. The findings of the qualitative phase showed that a successful brand in higher education consists of 6 components, which were divided into university image, costs and financial matters, university services and facilities, advertising and external communications, planning and success of education and the location of the university. The highest relationship between variables is related to the relationship between university services and facilities with costs and financial items. Then, between the university image variables and university services and facilities. The weakest relationship is between the cost and financial variables with the university image and educational planning and success with costs and financial items. Successful brand consists of university image, costs and financial matters, university services and facilities, advertising and external communications, planning and success of education and the location of the university.
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