University Entrepreneurial Marketing: Developing Model with a Mixed Approach
Subject Areas : Jounal of Marketing Management
Mostafa Khazai Kohpar
1
(
PhD Student in Entrepreneurship, Chalous Branch, Islamic Azad University, Chalous, Iran
)
Mohammad Javad Taghipourian
2
(
Assistant Professor, Department of Business Management, Chalous Branch, Islamic Azad University, Chalous, Iran
)
Razieh Alikhani
3
(
Assistant Professor, Department of Accounting, Chalous Branch, Islamic Azad University, Chalous, Iran
)
Davood Kiakojori
4
(
Associate Professor, Department of Public Administration, Chalous Branch, Islamic Azad University, Chalous, Iran
)
Keywords: Higher Education, Entrepreneurial Marketing, University Entrepreneurial Marketing, DEMATEL technique,
Abstract :
Today, the creation of multiple changes in the global space has had a significant impact on higher education institutions, leading them to reconsider their overall strategies. The aim of the present study was to develop a university entrepreneurial marketing scale with a mixed approach. The sample of the qualitative section consisted of 12 managers who were selected using targeted sampling method and based on the principle of saturation. Technology and entrepreneurship management. The statistical sample was 431 people, which was distributed in several stages throughout Iran by cluster sampling method. To analyze the qualitative part of the in-depth interview, content analysis technique and MAXQDA software and in a small part of expert narrative (CVR), exploratory factor analysis, DEMATEL technique and MATLAB software to determine the internal relationships between the components and software of structural equations Amos Used to test hypotheses. The results showed that university entrepreneurial marketing has seven dimensions; Academic processes are networking, advertising, customer orientation, employee competence, opportunism and facilities. The results of the quantitative section showed that the components of facilities, employee competence and academic processes have a causal aspect and the components of advertising, networking, customer orientation and opportunism have a disabled aspect and have a higher impact. The results showed that entrepreneurial marketing of the university is a new and practical method for marketing of universities and higher education institutions, which can be used to compete and survive in today's competitive conditions of the education industry.
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Alqahtani, N. & Uslay, C. (2020). “Entrepreneurial marketing and firm performance: Synthesis and conceptual development”, Journal of Business Research, Vol. 113, PP. 62-71.
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Nadiri, H. (2006). “Strategic Issue in Higher Education Marketing: How University Students' Perceive Higher Education Services”, Asian Journal on Quality, Vol. 7(2), PP. 125-140.
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Temple, P. & Shattock, M. (2007). “What does "branding" mean in higher education? In Stensaker B. and D’Andrea V. (eds.) Branding in Higher Education. Exploring an Emerging Phenomenon, EAIR Series Research, Policy and Practice in Higher Education, PP. 73-82
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_||_شعبانی نژاد، ا.، فروغ نعمت‌اللهی، ب. و محمدرضایی، م. (1398). "تأثیر بازاریابی کارآفرینانه بر ارزش مشتری با نقش میانجی جهت‌گیری بازار در بنگاه‌های کوچک و متوسط"، مدیریت بازاریابی. دوره 14، شماره 45، صص. 73-89.
رضوانی، م. و گلابی، ا. (1390). "بازاریابی در بنگاه‌های کارآفرین (مفاهیم بنیادین و کاربرد آن در کسب‌وکارهای جدید)"، انتشارات جهاد دانشگاهی.
عزیزی شمامی، م. (1396). "توسعه بازاریابی در مؤسسات آموزش عالی غیرانتفاعی: یک پژوهش آمیخته"، فصلنامه مطالعات توسعه اجتماعی – فرهنگی، دوره 6، شماره 1، صص. 105-139.
مهذبی، م.، عابدی، ف. و جهانی، م. (1393). "بازاریابی کارآفرینانه"، دومین کنفرانس ملی کارآفرینی و مدیریت کسب‌وکارهای دانش بنیان.
نوه ابراهیم، ع.، آراسته، ح.، بهرنگی، م. و عزیزی شمامی، م. (1395). "راهکارهای توسعه بازاریابی آموزش عالی غیردولتی در ایران"، پایان‌نامه کارشناسی‌ارشد رشته مدیریت آموزشی دانشگاه خوارزمی.
Aggarwal Sharma, A., Rao, V.R. & Popli, S. (2013). “Measuring consumer-based brand equity for Indian business schools”, Journal of Marketing for Higher Education, Vol. 23(2), PP. 175-203.
Alqahtani, N. & Uslay, C. (2020). “Entrepreneurial marketing and firm performance: Synthesis and conceptual development”, Journal of Business Research, Vol. 113, PP. 62-71.
Altarejos, J.V., Pareja, F.A. & Reyes, J.L. (2019). “Use of Social Media in Marketing of Library Information Services in Polytechnic University of the Philippines”, International Journal of Advance Research and Innovative Ideas in Education, Vol. 5, PP. 534-545.
Danaher, P.J. & Starr, R.G. (1998). “A study of marketing departments in Australasian universities”, European Journal of Marketing, Vol. 32(9/10), PP. 771-784.
El Alfy, S. & Abukari, A. (2020). “Revisiting perceived service quality in higher education: uncovering service quality dimensions for postgraduate students”, Journal of Marketing for Higher Education, Vol. 30(1), PP. 1-25.
Franco, M., de Fátima Santos, M., Ramalho, I. & Nunes, C. (2014). “An exploratory study of entrepreneurial marketing in SMEs: The role of the founder-entrepreneur”, Journal of Small Business and Enterprise Development, Vol. 21(2), PP. 265-283.
Gilmore, A., McAuley, A., Miles, M.P. & Pattinson, H. (2020). “Four questions of entrepreneurial marketing education: Perspectives of university educators”, Journal of Business Research, Vol. 113, PP. 189-197.
Gray, B.J., Shyan FAM, K. & Llanes, V.A. (2003). “Branding universities in Asian markets”, Journal of Product & Brand Management, Vol. 12(2), PP. 108-120.
Hamali, S. (2015). “The Effect of Entrepreneurial Marketing on Business Performance: Small Garment Industry in Bandung City Indonesia”, Developing Country Studies, Vol. 5(1), PP. 24-29.
Hemsley-Brown, J. & Oplatka, I. (2006). “Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing”, International Journal of Public Sector Management, Vol. 19(4), PP. 316-338.
Jones, R. & Rowley, J. (2011). “Entrepreneurial marketing in small businesses: A conceptual exploration”, International Small Business Journal, Vol. 29(1), PP. 25-36.
Khanna, M., Jacob, I. & Yadav, N. (2014). “Identifying and analyzing touchpoints for building a higher education brand”, Journal of Marketing for Higher Education, Vol. 24(1), PP. 122-143.
Kilenthong, P., Hills, G.E., Hultman, C. & Sclove, L.S. (2010). “Entrepreneurial Marketing Practice: Systematic Relationships with Firm Age, Firm Size, and Operator’s Status”, PP. 1-15.
Lauer, L.D. (2006). “Advancing higher education in uncertain times. Council for Advancement and Support of Education”.
Lim, W.M., Jee, T.W. & De Run, E.C. (2020). “Strategic brand management for higher education institutions with graduate degree programs: empirical insights from the higher education marketing mix”, Journal of Strategic Marketing, Vol. 28(3), PP. 225-245.
Munyoki, J.M. & Owino, J. (2019). “Enhancing University Industry Linkages through Marketing and Entrepreneurship”, Entrepreneurship and Enterprise Development in Africa – Conference Proceedings 2018, PP. 61-77
Morris, M., Schindehutte, M. & Laforge, R. (2002). “Entrepreneurial marketing: Construct for integrating emerging Entrepreneurship and marketing perspectives”, Journal of marketing theory and practice, Vol. 10. PP. 1-19
Moyo, A. & Ngwenya, S. (2018). “Service quality determinants at Zimbabwean state universities”, Quality Assurance in Education, Vol. 26(1).
Nadiri, H. (2006). “Strategic Issue in Higher Education Marketing: How University Students' Perceive Higher Education Services”, Asian Journal on Quality, Vol. 7(2), PP. 125-140.
Ramachandran, N.T. (2010). “Marketing framework in higher education: Addressing aspirations of students beyond conventional tenets of selling products”, International Journal of Educational Management, Vol. 24(6), PP. 544-556
Sadiku-Dushi, N., Dana, L.P. & Ramadani, V. (2019). “Entrepreneurial marketing dimensions and SMEs performance”, Journal of Business Research, Vol. 100, PP. 86-99.
Sirvanci, M.B. (2004). “Critical issues for TQM implementation in higher education”, the tqm magazine. Vol. 16(6), PP. 382-386.
Temple, P. & Shattock, M. (2007). “What does "branding" mean in higher education? In Stensaker B. and D’Andrea V. (eds.) Branding in Higher Education. Exploring an Emerging Phenomenon, EAIR Series Research, Policy and Practice in Higher Education, PP. 73-82
Weerasinghe, S. & Fernando, R.L.S. (2018). “University facilities and student satisfaction in Sri Lanka”, International Journal of Educational Management, Vol. 32(4).
Wiese, M. (2008). “A Higher Education marketing perspective on choice factors and information sources considered by South African first year university students”, (Doctoral dissertation, University of Pretoria).
Wiese, M., Van Heerden, N., Jordaan, Y. & North, E.A. (2009). “Marketing perspective on choice factors considered by South African firstـyear students in selecting a higher education institution”, Southern African Business Review, Vol. 13(1), PP. 39-60.
