نگاشت علّی برند موفق در آموزش عالی ایران (مورد مطالعه دانشگاه فنی و حرفه‌ای

الموضوعات :

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)

تاريخ الإرسال : 28 الأحد , ربيع الثاني, 1445 تاريخ التأكيد : 29 الخميس , جمادى الثانية, 1445 تاريخ الإصدار : 13 الثلاثاء , ذو القعدة, 1445

الکلمات المفتاحية: برند موفق, آموزش­عالی, دانشگاه فنی و حرفه­ای, نگاشت علّی,

ملخص المقالة :

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.

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