طراحی الگوی برندسازی آموزشی با رویکرد ترکیبی (مورد مطالعه:آموزشگاه های فنی و حرفه ای شهر تهران)

نوع مقاله : مقاله پژوهشی

نویسندگان

• زهراسادات منتظری ¹
• رضا آقاموسی ²
• عبدا... نعامی ³
• عادل فاطمی ⁴

¹ دانشجوی دکتری مدیریت بازرگانی،گروه مدیریت و بازرگانی ،واحد تهران جنوب،دانشگاه آزاد اسلامی

² دکتری مدیریت بازرگانی ، عضو هیات علمی گروه مدیریت و بازرگانی ،واحد تهران جنوب،دانشگاه آزاد اسلامی،تهران

³ دکتری مدیریت بازرگانی ، عضو هیات علمی گروه مدیریت و بازرگانی ،واحد تهران جنوب،دانشگاه آزاد اسلامی

⁴ استادیار گروه آمار، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران

10.30495/jedu.2023.26636.5323

چکیده

مقدمه و هدف: توجه به آموزش‌های فنی ‌و حرفه‌ای و اصلاح آن به‌ عنوان ابزاری کارآمد، برای تربیت و افزایش کارایی و بهره ‌وری نیروی انسانی به‌ منظور زمینه ‌سازی برای اصلاحات اقتصادی، باید از اولویت‌های نخست اصلاح نظام آموزشی کشور باشد. هدف اصلی این پژوهش طراحی الگوی برندسازی آموزشی در آموزشگاه های فنی و حرفه ای شهر تهران بود.
روش شناسی پژوهش: این پژوهش از دید روش ترکیبی (کیفی و کمی)، از منظر هدف کاربردی و به لحاظ شیوه گردآوری اطلاعات، پیمایشی بود و در دو مرحله انجام شد. در مرحله کیفی با 13 نفر از خبرگان آموزش که عمدتاً مدیران و معاونین مؤسسات آموزشی و اساتید خبره بودند، مصاحبه‌های عمیق نیمه ساختاریافته صورت گرفت که حجم نمونه بر اساس نمونه گیری هدفمند نظری  و رسیدن به اشباع نظری تعیین شد. از مدل تحلیل  داده بنیاد برای  تحلیل داده ها استفاده شد.
یافته­ ها: مولفه ها در 15  مقوله اصلی و   25  مقوله فرعی  و در 6 مولفه کلی شرایط علی،پدیده محوری، شرایط زمینه‌ای، شرایط مداخله‌گر، راهبردها و پیامدها دسته بندی گردید. در مرحله دوم پژوهش پرسشنامه محقق ساخته توزیع گردید و برای تعیین میزان اهمیت نسبی متغیرهای الگو و تحلیل نتایج از روش‌های تحلیل عاملی اکتشافی و تأییدی و آزمون فریدمن استفاده شد.
بحث و نتیجه­ گیری: رتبه‌بندی صورت گرفته در این پژوهش از عوامل مؤثر بر برندسازی آموزشی نشان می‌دهد راهبردها که شامل ارتباطات پایدار و بازاریابی رابطه مند،نوآوری تحول آفرین و بازاریابی رابطه ای است از بیشترین اهمیت برخوردار  هست و عامل محیطی کلان دربرگیرند رشد فرهنگی جامعه و اعتبار بین‌المللی مدارک فنی و حرفه‌ای کمترین اهمیت را دارد.

کلیدواژه‌ها

• برندسازی آموزشی
• طراحی الگو
• آموزشگاه های فنی وحرفه ای
• رویکرد ترکیبی

---

عنوان مقاله [English]

Designing an educational branding model with Mixed method approach approach (Case study: technical and vocational institutes in Tehran)

نویسندگان [English]

• zahra sadat montazeri ¹
• reza aghamoosa ²
• abdollah naami ³
• adel fatemi ⁴

¹ PhD Student in Business Management, Department of Management and Commerce, South Tehran Branch, Islamic Azad University

² PhD in Business Management, Member of the Faculty of Management and Business Department, South Tehran Branch, Islamic Azad University

³ PhD in Business Management, Member of the Faculty of Management and Business Department, South Tehran Branch, Islamic Azad University

⁴ Assistant Professor, Department of Statistics, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

چکیده [English]

Introduction: Paying attention to technical and professional training and its reform as an efficient tool for training and increasing the efficiency and productivity of human resources in order to lay the groundwork for economic reforms should be one of the first priorities of reforming the country's education system. The main objective of this study was to design an educational branding model in technical and vocational institutes in Tehran.
research methodology: This research from the point of view is combined method (qualitative and quantitative), of purpose is practical and from the point of view of data collection, it was a survey and It was done in two steps. In the qualitative step, 13 semi-structured in-depth interviews were conducted with 13 education experts, mainly directors and deputies of educational institutions and expert professors that the sample size was determined based on theoretical purposive sampling and theoretical saturation. The grounded theory analysis model was used to analyze the data.
Findings: The components were categorized into 15 main categories and 25 sub-categories and into 6 general components: causal conditions, axial phenomena, contextual conditions, intervening conditions, strategies and consequences. In the second step of the research, a researcher-made questionnaire was distributed and to determine the relative importance of the model variables and, the methods of exploratory and confirmatory factor analysis and Friedman test were used to analyze the results.
Conclusion: The ranking done in this study shows the effective factors on educational branding, Strategies that include sustainable communication and relationship marketing, transformational innovation and relationship marketing are the most important , major environmental  include factors: cultural growth of society and international credibility of technical certificates and profession are the least important.

کلیدواژه‌ها [English]

• Educational branding
• Technical and vocational institutes
• Designing a model
• Mixed method approach

مراجع

1. Ardalan, Amin; Vazifehdoost, Hossein and Hashem Nikokram (2019), Planning the future of Iran with national branding, Futurology of Management, 30 (1), 169-153 (in Persian).
2. Arpan, L., Raney, A., & Zivnuska, S. (2003). A cognitive approach to understanding university image. Corp Commun Int J, 8(2), 97-113.
3. Ayre, C., & Scally, A. J. (2014). Critical values for Lawshe’s content validity ratio: revisiting the original methods of calculation. Measurement and Evaluation in Counseling and Development, 47(1), 79-86.

4.      Bonyadi Naini, A.Kamfiroozi,M. Mashtani ,M(2014)Investigating the Impact of Internal Marketing and Internal Branding on Service Quality (Case Study: A Service Company), Marketing Management ,Vol 9 No 25, 83-99

1. Charmaz, K. (1990). "Discovering Chronic Illness: Using Grounded
2. Chernatony Leslie de.(2010) From Brand Vision to Brand Evaluation The Strategic Process of Growing and Strengthening Brands, 3th edition Elsevier/Butterworth-Heinemann.
3. Choudhury, A,R., Bennett, R., & Savani, S. (2009). University marketing directors’ views on the components of a university brand. Intern Rev Publ Nonprofit Mark, 6(1), 11-33.

8.      Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.

1. Danaeifard, H. Alvani, M & Azar,A (2019) "Quantitative Research Methodology in Management: A Comprehensive Approach" Saffar Publications
2. Duarte, P. O., Alves, H. B., & Raposo, M. B. (2010). Understanding university image: A structural equation model approach. International Review on Public and Nonprofit Marketing, 7(1), 21-36.
3. Dvorak, D. (2010). Build your own brand. Gretna, LA: Pelican.

12.  Glaser, G. Barney, (2002)." Conceptualization: On Theory And Theorizing Using Grounded Theory", International Journal Of Qualitative Methods

1. Jain, V., & Pal, R. (2012). Importance of employer branding in business upgradation. Journal of Research in IT & Management, 2(11), 68-75.
2. Kapferer, J. N. (2008). The new strategic brand management: creating and sustaining brand equity Long Term, 3 editions, London: kogan page.
3. Karimian,L.Amir shahi,M,Heidarzadeh,K , Ghafari,F(2019), Designing a branding model in Iranian commercial insurance companies using a combined research approach, Consumer Behavior Studies,Vol 6, No 1,245-265
4. Katler, P., & Keller, K. L. (2006). Marketing management (12th Edition). Upper Saddle River, NJ: Prentice Hall
5. Kazoleas, D., Kim, Y., & Moffitt, M. (2001). Institutional image: A case study. Corp Comm Int J, 6(4), 205-216.
6. Kotler, P. & Keller, K. L. (2012), Marketing Management, New Jersey: Prentice Hall.
7. Kotler, P., & Gertner, D. (2002). Country as brand, product and beyond: a place marketing and brand management perspective.Journal of Brand Management 9 (4), 40-56.

20.  Kvale, S. (1996). Inter Views: An introduction to qualitative research writing. Thousand Oaks, Calif:Sage Publications.

1. Lamboy, J. V. (2011). Implications of branding initiatives in higher education among trademarked institutions in California. Doctoral Dissertations, University of San Francisco.
2. Manvarian A, Safavieh J, Agakhani N, Rezaei N,(2017), Education Technology, Vol. 11 No 3 ,221-236
3. Mehrabi ,S. Zamani,B. Rashid,B (2016), Identifying and Prioritizing the Factors Affecting the Branding of Virtual Education, University of Isfahan, Information and Communication Technology in Educational Sciences, Vol 6, No. 3,41-66
4. Moghimi, M; Khanifar, H Ardi Behesht, M& and Sharifi, Seyed Mehdi (2018), "Presenting a skill-based learning model for the development of media entrepreneurship", Entrepreneurship Development, 11 (4): 681-700.  (In Persian)
5. Mohammadian,M, Zohori,B (2016), Develop a model for building a social brand Iranian Journal of Management Sciences, Vol.11 ,No. 43,87-112
6. Moshref, J. M., Koorang, B., & Mohamadi, N. (2006). Reviews of higher education system of Iran and countries of the world. The National Congress of Humanities. (in Persian).
7. Muntean, A., Cabulea, L., & Danuletiu, D. (2009). The brand: One of the university’s most valuable assets. Annales Univeritatis Apulensis Series Oeconomica, 11, 1066-1071.
8. Omidy Kia  K.Moshbbaki A ,Hosseini  Kh,Azizi Sh(2012), Understanding the organizational capabilities of the company's brand positioning in the food industry using data theory, Strategic Management Thought for the Sixth Spring and Vol. No. 11
9. Rosenthal, G. (2003). A name by any other name: Responding to the increasing role of marketing in higher education. Unpublished Doctoral Dissertation. University of Pennsylvania, Philadelphia
10. Rostami,M. Naghavi,H(2017), Value creation in holding companies with emphasis on branding , Holding Value Creation Conference,Vol 1
11. Sarker, Md M., Mohd-Any A., Kamarulzaman Y. (2019). Conceptualising consumer-based service brand equity (CBSBE) and directservice experience in the airline sector Journal of Hospitality and Tourism Management, 38 (1), 39-48
12. Shafiee R, Ekhlassi, A; Ansari F(2016), e-retail branding by grounded theory, Vol6, No 2 , 188-167
13. Shammot, Marwan M. (2011), Factors Affecting the Jordanian Students' Selection Decision Among Private Universities, Journal of Business Studies Quarterly, Vol. 2, No. 3, pp
14. Smith, D. A. (2011). The role of employer brand in retail labor process control. Doctoral Dissertation, University of Minnesota.
15. Strauss, Anselm L., & Corbin, Juliet (1990), "Basics of Qualitative Research: Grounded Theory Procedures and Techniques," Sage. Id. (1998), Basics of Qualitative Research: Techniques and Procedures forDeveloping Grounded Theory, 2nd Ed., Sage

36.  Tianze Li, Haiying We(2018), Department of Marketing, Management School, Jinan University, Guangzhou, China.i36.Adam Lindgreen, Yue Xu, François Maon, Jeremy Wilcock, (2012) "Corporate social responsibility brand leadership: a multiple case study", European Journal of Marketing, Vol. 46 Issue: 7/8, pp.965-993, https://doi.org/10.1108/0309056121123014236.Mihalis Kavaratzis, Mary Jo Hatch(2013), sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/1470593112467268 mtq.sagepub.com37.  Zargaran Khouzani Fatemeh, Rahmanseresht Hossein, Sobhani Seyed Mohammad, Fakhri Fatemeh. (2022). Consequences of Value Co-creation Strategy in Educational Services.Journal of New Approaches in Educational Adminstration; 12(6):122-136