Identifying and investigating the components of Meaningful marketing in the university's educational system

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Haji Rasouliha Mahsan; KHEIRI BAHRAM; MOMENI MANDAN

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Journal Paper

Paper Information

Journal: Journal of JundiShapur Educational Development Year:2021 | Volume:12 | Issue:special issue Page(s): 305-313

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Information Journal Paper

Title

Identifying and investigating the components of Meaningful marketing in the university's educational system

Author(s)

Haji Rasouliha Mahsan | KHEIRI BAHRAM | MOMENI MANDAN | Issue Writer Certificate

Keywords

Meaningful Marketing

Value Meaningful Marketing

Legitimate Meaningful Marketing

University

Abstract

The aim of this study was to identify the dimensions and components of semantic marketing. In the present study, a multi-method qualitative approach based on contextual-phenomenological theory was conducted through in-depth interviews with researchers and University professors in the fields of business management, sociology, psychology, ethics and philosophy, and the dimensions and components of semantic marketing education were identified. Participants were selected through a purposive sampling process and the interviews continued until theoretical saturation was reached and finally 27 interviews were conducted. For data analysis, principles related to contextual theory (open and selective coding, continuous comparative analysis, creation of concepts and categories) were used. The results of data coding led to the identification of 11 concepts that were classified into three categories. Accordingly, the dimensions of semantic marketing and how to teach it are: value semantic marketing, social semantic marketing and legitimate semantic marketing. One of the four goals and responsibilities of marketing science education is education with the aim of improving the quality of life and accountability of society, and since the dominant paradigms of this science do not meet the changing needs of today's human beings, attention to creating meaning in this concept can be examined. In this regard, the present study has identified the dimensions and components of semantic marketing. The results of this study can be used to identify, plan and provide solutions to encourage academics and organizations to teach Meaningful Marketing and promote it in organizations and public policy forums.

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References

Making time matter: A review of research on time and meaning

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APA: Copy

Haji Rasouliha, Mahsan, KHEIRI, BAHRAM, & MOMENI, MANDAN. (2021). Identifying and investigating the components of Meaningful marketing in the university's educational system. EDUCATIONAL DEVELOPMENT OF JUNDISHAPUR, 12(special issue ), 305-313. SID. https://sid.ir/paper/999809/en

Vancouver: Copy

Haji Rasouliha Mahsan, KHEIRI BAHRAM, MOMENI MANDAN. Identifying and investigating the components of Meaningful marketing in the university's educational system. EDUCATIONAL DEVELOPMENT OF JUNDISHAPUR[Internet]. 2021;12(special issue ):305-313. Available from: https://sid.ir/paper/999809/en

IEEE: Copy

Mahsan Haji Rasouliha, BAHRAM KHEIRI, and MANDAN MOMENI, “Identifying and investigating the components of Meaningful marketing in the university's educational system,” EDUCATIONAL DEVELOPMENT OF JUNDISHAPUR, vol. 12, no. special issue , pp. 305–313, 2021, [Online]. Available: https://sid.ir/paper/999809/en

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