University Entrepreneurial Marketing: Developing Model with a Mixed Approach

Subject Areas : Jounal of Marketing Management

Mostafa Khazai Kohpar ¹ , Mohammad Javad Taghipourian ² , Razieh Alikhani ³ , Davood Kiakojori ⁴

1 - PhD Student in Entrepreneurship, Chalous Branch, Islamic Azad University, Chalous, Iran
2 - Assistant Professor, Department of Business Management, Chalous Branch, Islamic Azad University, Chalous, Iran
3 - Assistant Professor, Department of Accounting, Chalous Branch, Islamic Azad University, Chalous, Iran
4 - Associate Professor, Department of Public Administration, Chalous Branch, Islamic Azad University, Chalous, Iran

Received: 2021-02-02 Accepted : 2021-03-08 Published : 2021-04-21

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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