Identifying, ranking the factors affecting educational marketing in the units of Islamic Azad University of Tehran and presenting an appropriate model

Subject Areas : Jounal of Marketing Management

Paria Mohammadiha ¹ , Amir Hoseyn Mohammad Davoodi ² , Maryam Mosleh ³

1 - PhD student in Educational Management, West Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Educational Management, Saveh Branch, Islamic Azad University, Saveh, Iran Department of Educational Management, Faculty of Humanities, Saveh Branch,, Islamic Azad
3 - Associate Professor, Department of Mathematics, West Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2020-07-15 Accepted : 2020-08-24 Published : 2020-08-22

Keywords: marketing, Higher Education Marketing, Internal Influential Factors, External Influential Factors,

Abstract :

The purpose of this research is to identify and rank the components of educational marketing in the units of Islamic Azad University in Tehran and provide an appropriate model, as well as identify and rank internal and external factors affecting educational marketing. This research is applied in terms of practical purpose, in terms of field data collection method and in terms of implementation method (qualitative and quantitative). The study community in the qualitative stage includes experts in the field of educational marketing and in the quantitative part includes professors in the various fields of marketing and stakeholders in Islamic Azad University (Tehran Branch). In the qualitative section, the data collection tool is a semi-structured interview, and in the quantitative section, it is a questionnaire. Qualitative data analysis is systematic with the data method using open, central and selective coding. For ranking factors we use AHP technique. Findings: According to the results of the analysis of interviews and the experience of participants in the field of research, the most important internal factors (factors related to the organization) on educational marketing in Islamic Azad University units include: 1- Financial resources 2- Process and educational product 3- University educational policies 4- Outstanding professors 5- University resources and physical facilities 6- Academic factors and external influential factors: 1- Individual factors 2- Organizational factors 3- Financial and cost issues 4- Factors related to higher education. Educational marketing strategies in Tehran Islamic Azad University units include marketing development mechanisms, management mechanisms and the dynamics of the scientific environment.

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