Abstract:
A meticulous analysis of the influential factors in Higher education marketing and the provision of a framework can be beneficial. The present study aimed at the identification and the analysis of the social factors influential in higher education marketing according to which a model was developed. The study was practical in terms of the aim and employed field research and a mixed-method approach (i.e., both quantitative and qualitative analyses). The participants in the qualitative phase included the knowledgeable authorities and experts in marketing and those in the quantitative phase encompassed the marketing professors and beneficiaries of IAU, the deans of Tehran branches and their assistants. The instruments were a semi-structural interview and a questionnaire for the qualitative and quantitative data collection respectively. In order to analyze the obtained qualitative data, grounded theory was employed and axial and selective open coding formed the foundation of quantitative analysis. The findings revealed the most significant social factors as 1) personal factors, 2) organizational factors, 3) financial and expense factors, and 4) higher educational factors. As a result, the mechanisms of expanding marketing along with the dynamicity of the scientific context formed the instructional marketing strategies in different branches of Tehran IAU.
Machine summary:
The present study aimed at the identification and the analysis of the social factors influential in higher education marketing according to which a model was developed.
Yasini and ----- (2016) proposed an educational marketing model including the causal conditions, inner and outer system factors, contextual factors, general educational policy making factors and the privatization of the educational institutes, category-orientedness of the higher education marketing, individual and And holistic strategies, governmental interventions, socio-cultural and economic factors and personal, organizational, and social consequences.
Research questions 1) How to identify the influential factors in higher educational marketing in IAU branches of Tehran?
The report of combined reliability coefficient {مراجعه شود به فایل جدول الحاقی} Data analyses In order to answer the first research question and identify the influential factors in educational marketing, an interview was conducted.
According to the results of the interview analyses and the participants’ experience in the field, the most significant and influential social factors in educational marketing of IAU branches include 1) the personal factors which is related to each individual student and his/her conditions and situations, 2) organizational factors which is not under the university management control and is related to the environment within which the organization is located.
Contextual conditions components and indicators - The results of higher educational marketing for IAUs Table 12.
Practical suggestions This study aimed at providing a model for higher educational marketing the results of which can be used to propose some practical suggestions presented in what follows.