نگاشت علّی برند موفق در آموزش عالی ایران (مورد مطالعه دانشگاه فنی و حرفه‌ای

فصلنامه مهندسی مدیریت نوین

دوره 10، شماره 1، خرداد 1403، صفحه 1-37   

نوع مقاله: مقاله پژوهشی (تحقیقی)

شناسه دیجیتال (DOI): 10.30495/jmemiau.2024.709545

نویسندگان

شهناز نایب زاده¹؛ ارسلان نامی^{* 2}؛ سیدحسن حاتمی نسب³؛ محمدتقی هنری³

¹استاد گروه مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران

²دکتری گروه مدیریت، دانشگاه فنی و حرفهای، بوشهر، ایران (نویسنده مسئول)

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

چکیده

هدف اصلی این مطالعه، شناسایی، دسته­بندی و نگاشت علّی مولفه­های برند موفق در آموزش­عالی است. این پژوهش از نظر هدف؛ کاربردی، از نظر ماهیت؛ اکتشافی- تحلیلی؛ از نظر روش گردآوری داده­ها، ترکیبی (کیفی- کمی) است. براین اساس، در فاز کیفی با مرور ادبیات و پیشینه پژوهش و تاییدیه خبرگان مولفه­های برند موفق در آموزش­عالی شناسایی شد. سپس با استفاده از نظر خبرگان این مولفه­ها دسته­بندی گردید. در نهایت با استفاده از پرسشنامه مقایسه زوجی داده­های مورد نیاز از 11 خبره دانشگاه فنی و حرفه­ای استخراج و با استفاده از رویکرد نگاشت علّی مدل برند موفق با نقشه ذهنی ادغامی خبرگان طراحی شد. یافته­های فاز کیفی نشان داد برند موفق در آموزش­عالی بطور کلی در مقوله­های تصویر دانشگاه، هزینه­ها و موارد مالی، خدمات و امکانات دانشگاهی، تبلیغات و ارتباطات برون سازمانی، برنامه­ریزی و موفقیت آموزشی و موقعیت دانشگاه دسته­بندی شد. بیشترین رابطه متغیرها مربوط به خدمات و امکانات دانشگاهی با هزینه­ها و موارد مالی، سپس رابطه بین متغیرهای تصویر دانشگاه و خدمات و امکانات دانشگاهی است. ضعیف­ترین رابطه نیز بین متغیر هزینه و موارد مالی با متغیر تصویر دانشگاه و برنامه­ریزی و موفقیت آموزشی با هزینه­ها و موارد مالی است. برند موفق در دانشگاه فنی و حرفه­ای از مقوله­های تصویر دانشگاه، هزینه­ها و موارد مالی، خدمات و امکانات دانشگاهی، تبلیغات و ارتباطات برون­سازمانی، برنامه­ریزی و موفقیت آموزشی و موقعیت دانشگاه تشکیل شده است.
 

کلیدواژه‌ها

برند موفق؛ آموزش­عالی؛ دانشگاه فنی و حرفه­ای؛ نگاشت علّی

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