Future Research on Factors Affecting the Marketing Agility of Educational Services in Iran

Subject Areas : Business Management

Farid Entezari ¹ , Seyyed Hassan Hataminasab ² , Shahnaz Nayebzadeh ³

1 - Ph.D. Candidate, Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran
2 - Associate Prof., Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran
3 - Prof., Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran

Received: 2024-11-10 Accepted : 2025-02-16 Published : 2025-03-14

Keywords: Future Studies, Marketing Agility, Educational Services, Iran. ,

Abstract :

This research was conducted with the aim of future research of effective factors on the marketing agility of educational services in Iran. In terms of methodology, the current research was among mixed research. Thus, at the beginning of the work and with a systematic review of the past literature, the factors affecting the marketing agility of educational services in Iran were identified and in the quantitative part, the mutual effects analysis method was used in the form of Mic Mac software for the future research of the marketing agility factors of educational services. The participants of the research in the qualitative part were the review of valid researches published in the last 20 years. The sampling method in this non-probability section was purposeful. The statistical population in the quantitative section consisted of experts familiar with topics related to educational services and marketing agility, and targeted non-probability sampling was used to select the sample. The findings showed that 6 factors and 30 components are effective in the marketing agility of educational services, which include: management, technology, environment, culture and values, competence and organizational dynamics. Also, the prospective study of relationships between marketing service agility factors in this research showed that management and technology are the most effective factors in the marketing agility of educational services in Iran, respectively.

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