Conceptualizing University Entrepreneurial Marketing by quantitative approach

Subject Areas : Creativity and innovation from managerial, organizational, industrial, creativity and innovation

Mostafa Khazai Kohpar ¹ , Mohamad javad Taghipourian ² , Razie Alikhani ³ , Davood Kiakojori ⁴

1 - PhD Candidate in Entrepreneurship, Department of Management, Chalous Branch, Islamic Azad University, Chalous, Iran,
2 - گروه مدیریت، واحد چالوس، دانشگاه آزا د اسلامی، چالوس، ایران
3 - Department of Accounting, Chalous Branch, Islamic Azad University, Chalous, Iran
4 - Department of Management, Chalous Branch, Islamic Azad University, Chalous, Iran

Received: 2020-02-27 Accepted : 2021-05-31 Published : 2021-05-22

Keywords: Higher Education, Entrepreneurial marketing, University innovation, University Marketing,

Abstract :

Context: The ultimate business goal of higher education institutions should be the satisfaction of external customers (students, employers, the community, etc.) and internal customers (education and administrative staff) as a guarantee of the sustainability of an ever-changing marketplace. Educational Services Marketing Approach Using marketing strategies at the academic institute level will lead to the identification of education consumers and satisfy the needs of these customers and will increase their market share in the future. Purpose: The purpose of this study was to identify the dimensions and indicators of university entrepreneurial marketing concept in Islamic Azad University of Iran. Method: The research method was qualitative. In order to collect data, in-depth interviews were conducted with 13 managers and heads of Islamic Azad University units. Results: The results of the interviews showed that the dimensions of university entrepreneurial marketing consist of 23 dimensions of "necessity", "facilitators", "academic infrastructure", "academic processes", "attitude towards university", "educational market recognition", "Benchmarking", "Customer orientation", "Quality of Service", "Innovation", "Risk Management", "Teacher Characteristics", "Opportunity orientation", "Networking", "Employee Competency", "Tuition", "Facilities", "Advertising", "Research Activities", "Conferences", "Online Services", "University Physical Evidence", "Access to University". Implication: Thus the reality is that the dimensions and characteristics of university entrepreneurial marketing are different from those of entrepreneurial marketing in other businesses, and higher education managers can benefit from the comprehensive results of this research to increase market share and create competitive advantage.

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