برندسازی دانشگاه؛ نیاز جدید آموزش عالی (مطالعه موردی؛ دانشگاه پیام نور مرکز کرج) | ||
| مدیریت و برنامه ریزی در نظام های آموزشی | ||
| مقاله 6، دوره 11، شماره 1 - شماره پیاپی 20، 1397، صفحه 139-158 اصل مقاله (1.03 M) | ||
| نوع مقاله: علمی - پژوهشی | ||
| نویسنده | ||
| اشرف رحیمیان* | ||
| دانشگاه پیام نور | ||
| چکیده | ||
| در عصر جدید بهدلیل جهانی شدن، گشودگی اقتصادی و فرهنگی و شرکتهای چندملیتی، عرصه رقابت فشرده برای دانشگاهها نیز به وجود آمده است، بهگونهای که برای حفظ یا ارتقای موقعیت خود، برندسازی به فرآیندی ضروری و مهم برای آنها تبدیل شده است. توسط برندسازی، دانشگاه نام خود را از دیگر دانشگاهها متمایز میکند و بقای خود را حفظ مینماید. هدف پژوهش حاضر بررسی چگونگی بهبود برند دانشگاه پیام نور مرکز کرج است. این پژوهش در چارچوب رویکرد کیفی و با استفاده از روش پژوهش تحلیل تم صورت گرفته و ابزار جمع آوری دادهها مصاحبه نیمهساختاریافته است. جامعه پژوهش اعضای هیأت علمی دانشگاه پیام نور کرج است که براساس قاعده اشباع، 18 نفر از طریق نمونهگیری هدفمند و بهعنوان خبرگان مطلع انتخاب شدند. جهت تحلیل دادهها از فرآیند کدگذاری استفاده شد. محاسبه پایایی مصاحبهها به روش پایایی بازآزمایی (74%) و روش توافق درون موضوعی انجام شد. یافتههای تحقیق در قالب تمهای اصلی حاکی از آن است که برای بهبود برند دانشگاه پیام نور مرکز کرج لازم است اقداماتی به شرح ذیل انجام شود: حمایت مدیریت و تدوین استراتژی، بهبود کیفیت خدمات آموزشی، بهبود وضعیت فیزیکی دانشگاه، بهبود امکانات و تسهیلات دانشگاه، تدوین و اجرای برنامه جامع روابط عمومی و ایجاد روابط مبتنی بر همکاری. | ||
| کلیدواژهها | ||
| آموزش عالی؛ برندسازی دانشگاه؛ دانشگاه پیام نور | ||
| عنوان مقاله [English] | ||
| University Branding; New Necessity of Higher Education (Case Study: Karaj Branch of Payame Noor University) | ||
| نویسندگان [English] | ||
| Ashraf Rahimiyan | ||
| Payam Noor university | ||
| چکیده [English] | ||
| In the new era of globalization, economic and cultural openness and multinational companies, and also intensive competition have been started among universities. They maintain or improve their position, and therefore, branding is an important and necessary process for them. By branding, university distinguishes itself from other universities and maintains its survival. This study investigated how to improve the brand of Payam Noor University (Karaj branch). This research is a qualitative approach which uses thematic analysis and data were collected by means of semi-structured interviews. The study population is faculty members of Payam Noor University (Karaj branch), among them, via purposeful sampling, 18 people were selected as informants considering the principles of saturation. Coding process was used to analyze the data. For reliability, test-retest reliability (74%) and the intersubjective agreement method were conducted. Themes in the form of original research findings suggest that it is necessary to consider the following items in order to improve Karaj branch of Payam Noor University: management support and develop strategies, improving the quality of educational services, improving the physical environment of the university, improving university facilities, developing and implementing a comprehensive public relations program, and creating cooperative relationships. | ||
| کلیدواژهها [English] | ||
| University Branding, High Education, Payame Noor University | ||
| مراجع | ||
|
Babasadeghian, Mehdi (2011). Investigating Tehran University Student perceptions about Tehran city (Unpublished Master's Degree Thesis, University of Tehran). Bagautdinovaa, Nailya G. Gorelovab, Yuliya N. Polyakovac, Oksana V. (2015) “University management: from successful corporate culture to effective university branding”, Procedia Economics and Finance 26, 764 – 768. Bozyigit, Sezen. Akkan, Erdem ( 2014 ). "Linking Universities to the Target Market via Web Sites: A Content Analysis of Turkish Private Universities’ Web Sites". Social and Behavioral Sciences 148, 486 – 493. Braun, V. & Clarke, V. (2006). “Using thematic analysis in psychology”. Qualitative Research in Psychology, 3: 77-101. Cernicova, Mariana. Dragomir, Mugur. Palea, Adina. (2015). “A Students’ And Professors’ View On The Image Of Their University. Case Study: Politehnica University of Timisoara”. Social and Behavioral Sciences 191, 98 – 102. Corbin, J., & Strauss, A. (2008). Basics of Qualitative Research (3rd ed.). Thousand Oaks, CA: Sage Publications, Inc. Dennis, Charles. Papagiannidis, Savvas. Alamanos, Eleftherios. Bourlakis, Michael. (2016). The role of brand attachment strength in higher education, Journal of Business Research. Article in press. Published by Elsevier Inc Dumitracua, Oana. Erbana, Anca. (2013), Present State of Research Regarding University Choice and Attractiveness of the Study Area”, Procedia Economics and Finance 6, 252 – 258. Ekhlasi, A. & Ghiahchin, M. (2013). Presentation model of measuring the brand's value in service secter; And Implementation at a Virtual University, New Marketing Research, 3 (2), 189-204. Fashalang, L. & Bazargan, A. (2014). The internationalization of a university in the functions of Educational, research and professional service: A case of an international university, Journal of Management and Planning In Educational System, 7 (13), 9-27 Fathi Vajargah, K., Khorasani, A. & Daneshmandi, S. (2015). The study of the coaching foundations in education and Improvement of Human Resource Management, Journal of Management and Planning In Educational System, 8(15), 27-48. Felgueiraa, Teresa. Rodrigues, Ricardo Gouveia. (2015),” Market orientation of teachers and researchers in higher education institutions: a new approach”, Social and Behavioral Sciences 174, 3017 – 3024 Filip, Alina (2012), Marketing theory applicability in higher education, Social and Behavioral Sciences 46, 912 – 916. Hosseini, M.H. & Farhadi Nahad, R. (2013). Investigating Effective factors Brand Value in higher education (case study: Payame Noor University), Modisiat-e Farda, 12 (35). Insch, A. (2011). “Branding the city as an Attractive Place to Live”, in K. Dinnie (Ed) 2011. CITY BRANDING; Theory and Cases, Palgrave Mcmillan, pp: 13. Mihaelaa, Diaconu. Amalia, Pandelica. (2012). “The partnership relationship between economic academic and business environment, component of modern university marketing orientation”, Procedia - Social and Behavioral Sciences 62, 722 – 727. Mohrman, S. A. & Gibson, C. B, & Mohrman, A. M. (2001). “Doing research that is useful to practice: A model and empirical exploration”. Academy of Management Journal; 44(2):356. Noui, Z. Talbia, M. Fernexb, A. Limab, L. Hadjib, C. Gonegaia, A. Bouzianea, A. Radida, M. ( 2012 ), “The role of public relations in the development and promotion of public structures: University Hassan II Mohammedia-Casablanca As a case in point”, Procedia - Social and Behavioral Sciences 46, 114 – 119. Orîndarua, Andreea. (2015) .Changing Perspectives on Students in Higher Education. Economics and Finance 27 682 – 691. Shammot, Marwan M. (2011), Factors Affecting the Jordanian Students' Selection Decision Among Private Universities, Journal of Business Studies Quarterly, Vol. 2, No. 3, pp Soltani, M., Khabbaz, M., Ramshini, M. & Nazari, H. (2014). Designing and explaining the Students’ perception model of University Identity, Journal of Strategic Management Studies, 13, 201-222. Valitova, Shamil M. (2014), “University brand as a modern way of winning competitive advantage”, Procedia - Social and Behavioral Sciences 152, 295 – 299. Zunker, C. (2009). “Maintaining Healthy Eating Behaviors With Women After A Weight Management Program: A Grounded Theory Approach” Doctor of Philosophy Birmingham, Alabama, pp: 44. | ||
|
آمار تعداد مشاهده مقاله: 6,748 تعداد دریافت فایل اصل مقاله: 4,111 |
||