Future Scenario Planning for the Impact of Organizational Excellence on Marketing Management in Universities

Subject Areas : Futurology

Vahidreza Mirabi ¹ , Nassim Heidari ² , Jalal Haghighatmonfared ³

1 - Faculty of Islamic Azad University/Tehran Central Branch
2 - Instructor of Islamic Azad University
3 - Faculty of Islamic Azad university/Tehran Central Branch

Received: 2020-11-09 Accepted : 2021-05-05 Published : 2023-11-22

Keywords: “Marketing Management”, “Organizational Excellence”, “Scenario Making”, “Theme Analysis”,

Abstract :

In this study, the future scenario of the impact of organizational excellence on marketing management in the field of universities was investigated. The statistical population of this study is the participants of specialists or experts. They need sufficient knowledge and experience in the subject, willingness, sufficient time to participate, and effective communication skills. Statistical sample of this research 10 industry experts have been selected for interview. Data collection tools in this research, field research includes books, articles, the Internet or any appropriate scientific source and reference of experimental findings and questions from elites and experts in related fields (interviews). After the interview, the information was analyzed. The interview analysis method is theme analysis. Team analysis is a method of determining, analyzing, and expressing patterns (themes) within data. The main themes extracted from the current research are human resources, value management and competitor identification. In the first scenario, the outlook for the next 10 years of the Azad University in Iran will not be considered very favorable if the current situation continues. With the continuation of the current trend, the share of university students is very small due to its capacities in our country. In the second scenario (rapid growth and connection with the world) it is proposed that Iran connect with the global economy by attracting more students. The third scenario is balanced growth and connection with the world. A 30% increase in student enrollment is one of the goals of this scenario.