تأملی بر شکاف بین وضعیت موجود و مطلوب برند موفق در دانشگاه فنی و حرفه‌ای

فصلنامه مطالعات مدیریت و توسعه پایدار

دوره 2، شماره 2، شهریور 1401، صفحه 1-27   

نوع مقاله: مقاله پژوهشی

شناسه دیجیتال (DOI): 10.30495/msds.2022.1964385.1069

نویسندگان

ارسلان نامی¹؛ شهناز نایب زاده^{* 2}؛ سیدحسن حاتمی نسب³؛ محمدتقی هنری⁴

¹دانشجوی دکتری، گروه مدیریت، دانشگاه آزاد اسلامی واحد یزد، یزد، ایران.

²استاد، گروه مدیریت، دانشگاه آزاد اسلامی واحد یزد، یزد، ایران.

³استادیار، گروه مدیریت، دانشگاه آزاد اسلامی واحد یزد، یزد، ایران.

⁴استادیار، گروه مدیریت صنعتی، دانشگاه آزاد اسلامی واحد یزد، یزد، ایران.

چکیده

این مقاله به تحلیل شکاف وضعیت موجود و مطلوب برند موفق در آموزش عالی پرداخته است. جامعه آماری این تحقیق را خبرگان دانشگاه فنی و حرفه‌ای در ایران تشکیل داده‌اند. تعداد 17 نفر از این افراد با استفاده از روش نمونه‌گیری هدفمند به عنوان نمونه انتخاب شدند. به منظور گردآوری داده‌ها از ابزار پرسشنامه استفاده گردید که روایی و پایایی آن مورد تأیید قرار گرفته است. از آزمون t زوجی به منظور تحلیل شکاف وضعیت موجود و مطلوب مؤلفه‌های تحقیق در آموزش عالی استفاده گردید. براین اساس، از طریق مرور ادبیات نظری، 103 مؤلفه در خصوص برند موفق در آموزش عالی شناسایی شد. در نهایت، براساس نظر خبرگان از میان مؤلفه‌های شناسایی شده، 47 معیار به عنوان معیارهای برند موفق در آموزش عالی مشخص گردید که این معیارها در 7 شاخص کلی شامل تصویر دانشگاه، هزینه و موارد مالی، خدمات و امکانات دانشگاهی، تبلیغات و ارتباطات برون دانشگاهی، تکنولوژی و توسعه، برنامه‌ریزی و موفقیت آموزشی و موقعیت دانشگاه  طبقه بندی گردید. یافته‌ها همچنین نشان داد که بین وضعیت موجود و مطلوب تمامی مؤلفه‌ها و مقوله‌های اصلی تحقیق در دانشگاه فنی و حرفه‌ای اختلاف معناداری وجود دارد.

کلیدواژه‌ها

برند؛ برند موفق؛ آموزش عالی؛ دانشگاه فنی و حرفه‌ای

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