Market orientation in higher education: An analysis of the role and function of marketing

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Ramezani Seyedeh Golafrooz; AZIZI NEMATOLLAH; Shafiei Sarvestani Maryam

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Journal: Journal of Educational Planning Studies Year:2019 | Volume:8 | Issue:15 Page(s): 1-18

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Title

Market orientation in higher education: An analysis of the role and function of marketing

Author(s)

Ramezani Seyedeh Golafrooz | AZIZI NEMATOLLAH | Shafiei Sarvestani Maryam | Issue Writer Certificate

Keywords

MarketingQ1

Higher educationQ2

universitiesQ2

Abstract

In the present study, with the aim of "market analysis in Higher education and analyzing the role and function of Marketing" the qualitative method of data theory was used. Research participants were policymakers, planners, experts, and researchers in the fields of Higher education, Marketing, and commerce. Using the "targeted approach" and "snowball sampling" and "theoretical saturation criterion" required data were collected and Analyzed through in-depth interviews with 30 participants in three stages of free or open coding, axial and selective coding. Based on the results of the research, causal, interventionist and contextual factors affecting market orientation in Higher education were identified, that including structural, managerial-Executive, lack of transparency and awareness of Marketing in Higher education and educational factors as causal and Political factors, economic factors, socio-cultural factors as intervention conditions and inter-functional coordination; effective Marketing elements were identified as contextual conditions. Accordingly, redefining policymaking and planning in Higher education; internal and external Marketing management; market-oriented; management and planning; pricing and the use of new technologies as applicable strategies were presented. If such processes are implemented, the establishment of a Marketing system in Higher education will have consequences, such as providing a source of income for the university; improving the Academic Balance of Academic Centers and Using the Native Model of University Management.

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APA: Copy

Ramezani, Seyedeh Golafrooz, AZIZI, NEMATOLLAH, & Shafiei Sarvestani, Maryam. (2019). Market orientation in higher education: An analysis of the role and function of marketing. JOURNAL OF EDUCATIONAL PLANNING STUDIES, 8(15 ), 1-18. SID. https://sid.ir/paper/243712/en

Vancouver: Copy

Ramezani Seyedeh Golafrooz, AZIZI NEMATOLLAH, Shafiei Sarvestani Maryam. Market orientation in higher education: An analysis of the role and function of marketing. JOURNAL OF EDUCATIONAL PLANNING STUDIES[Internet]. 2019;8(15 ):1-18. Available from: https://sid.ir/paper/243712/en

IEEE: Copy

Seyedeh Golafrooz Ramezani, NEMATOLLAH AZIZI, and Maryam Shafiei Sarvestani, “Market orientation in higher education: An analysis of the role and function of marketing,” JOURNAL OF EDUCATIONAL PLANNING STUDIES, vol. 8, no. 15 , pp. 1–18, 2019, [Online]. Available: https://sid.ir/paper/243712/en

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