طراحی الگوی برندسازی آموزشی با رویکرد ترکیبی (مورد مطالعه:آموزشگاه های فنی و حرفه ای شهر تهران)

دوماهنامه علمی - پژوهشی رهیافتی نو در مدیریت آموزشی

مقاله 2، دوره 14، شماره 1 - شماره پیاپی 59، فروردین و اردیبهشت 1402، صفحه 43-21   

نوع مقاله: مقاله پژوهشی

شناسه دیجیتال (DOI): 10.30495/jedu.2023.26636.5323

نویسندگان

زهراسادات منتظری^{* 1}؛ رضا آقاموسی²؛ عبدا... نعامی³؛ عادل فاطمی⁴

¹دانشجوی دکتری مدیریت بازرگانی،گروه مدیریت و بازرگانی ،واحد تهران جنوب،دانشگاه آزاد اسلامی

²دکتری مدیریت بازرگانی ، عضو هیات علمی گروه مدیریت و بازرگانی ،واحد تهران جنوب،دانشگاه آزاد اسلامی،تهران

³دکتری مدیریت بازرگانی ، عضو هیات علمی گروه مدیریت و بازرگانی ،واحد تهران جنوب،دانشگاه آزاد اسلامی

⁴استادیار گروه آمار، واحد سنندج، دانشگاه آزاد اسلامی، سنندج، ایران

تاریخ دریافت: 06 آذر 1399،  تاریخ بازنگری: 20 فروردین 1400،  تاریخ پذیرش: 26 فروردین 1400 

چکیده

مقدمه و هدف: توجه به آموزش‌های فنی ‌و حرفه‌ای و اصلاح آن به‌ عنوان ابزاری کارآمد، برای تربیت و افزایش کارایی و بهره ‌وری نیروی انسانی به‌ منظور زمینه ‌سازی برای اصلاحات اقتصادی، باید از اولویت‌های نخست اصلاح نظام آموزشی کشور باشد. هدف اصلی این پژوهش طراحی الگوی برندسازی آموزشی در آموزشگاه های فنی و حرفه ای شهر تهران بود.
روش شناسی پژوهش: این پژوهش از دید روش ترکیبی (کیفی و کمی)، از منظر هدف کاربردی و به لحاظ شیوه گردآوری اطلاعات، پیمایشی بود و در دو مرحله انجام شد. در مرحله کیفی با 13 نفر از خبرگان آموزش که عمدتاً مدیران و معاونین مؤسسات آموزشی و اساتید خبره بودند، مصاحبه‌های عمیق نیمه ساختاریافته صورت گرفت که حجم نمونه بر اساس نمونه گیری هدفمند نظری  و رسیدن به اشباع نظری تعیین شد. از مدل تحلیل  داده بنیاد برای  تحلیل داده ها استفاده شد.
یافته­ ها: مولفه ها در 15  مقوله اصلی و   25  مقوله فرعی  و در 6 مولفه کلی شرایط علی،پدیده محوری، شرایط زمینه‌ای، شرایط مداخله‌گر، راهبردها و پیامدها دسته بندی گردید. در مرحله دوم پژوهش پرسشنامه محقق ساخته توزیع گردید و برای تعیین میزان اهمیت نسبی متغیرهای الگو و تحلیل نتایج از روش‌های تحلیل عاملی اکتشافی و تأییدی و آزمون فریدمن استفاده شد.
بحث و نتیجه­ گیری: رتبه‌بندی صورت گرفته در این پژوهش از عوامل مؤثر بر برندسازی آموزشی نشان می‌دهد راهبردها که شامل ارتباطات پایدار و بازاریابی رابطه مند،نوآوری تحول آفرین و بازاریابی رابطه ای است از بیشترین اهمیت برخوردار  هست و عامل محیطی کلان دربرگیرند رشد فرهنگی جامعه و اعتبار بین‌المللی مدارک فنی و حرفه‌ای کمترین اهمیت را دارد.

کلیدواژه‌ها

برندسازی آموزشی؛ طراحی الگو؛ آموزشگاه های فنی وحرفه ای؛ رویکرد ترکیبی

عنوان مقاله [English]

Designing an educational branding model with Mixed method approach approach (Case study: technical and vocational institutes in Tehran)

نویسندگان [English]

zahra sadat montazeri¹؛ reza aghamoosa²؛ abdollah naami³؛ adel fatemi⁴

¹PhD Student in Business Management, Department of Management and Commerce, South Tehran Branch, Islamic Azad University

²PhD in Business Management, Member of the Faculty of Management and Business Department, South Tehran Branch, Islamic Azad University

³PhD in Business Management, Member of the Faculty of Management and Business Department, South Tehran Branch, Islamic Azad University

⁴Assistant Professor, Department of Statistics, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran

چکیده [English]

Introduction: Paying attention to technical and professional training and its reform as an efficient tool for training and increasing the efficiency and productivity of human resources in order to lay the groundwork for economic reforms should be one of the first priorities of reforming the country's education system. The main objective of this study was to design an educational branding model in technical and vocational institutes in Tehran.
research methodology: This research from the point of view is combined method (qualitative and quantitative), of purpose is practical and from the point of view of data collection, it was a survey and It was done in two steps. In the qualitative step, 13 semi-structured in-depth interviews were conducted with 13 education experts, mainly directors and deputies of educational institutions and expert professors that the sample size was determined based on theoretical purposive sampling and theoretical saturation. The grounded theory analysis model was used to analyze the data.
Findings: The components were categorized into 15 main categories and 25 sub-categories and into 6 general components: causal conditions, axial phenomena, contextual conditions, intervening conditions, strategies and consequences. In the second step of the research, a researcher-made questionnaire was distributed and to determine the relative importance of the model variables and, the methods of exploratory and confirmatory factor analysis and Friedman test were used to analyze the results.
Conclusion: The ranking done in this study shows the effective factors on educational branding, Strategies that include sustainable communication and relationship marketing, transformational innovation and relationship marketing are the most important , major environmental  include factors: cultural growth of society and international credibility of technical certificates and profession are the least important.

کلیدواژه‌ها [English]

Educational branding, Technical and vocational institutes, Designing a model, Mixed method approach

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