نوع مقاله : مقاله علمی - پژوهشی
نویسندگان
1 انشجویدکتری تخصصی برنامهریزیتوسعه آموزش عالی، گروه علوم تربیتی، دانشکده علوم انسانی و اجتماعی، دانشگاه کردستا
2 استادیار برنامه ریزی آموزشی، گروه علوم تربیتی، دانشکده علوم انسانی و اجتماعی ، دانشگاه کردستان. پست الکترونیک، khalil.gholami@gmail.com
3 عضو هیات علمی دانشگاه کردستان
چکیده
هدف پژوهش، ارائه چهارچوبی برای برندسازی دانشگاه‌های صنعتی با استفاده از مدل لنکستر و کرت‌ریل است. پژوهش از نظر هدف، کاربردی، از نظر شیوه گردآوری داده‌ها، توصیفی اکتشافی و به لحاظ اجرا، از نوع میدانی است. نمونه پژوهش با روش نمونه‌گیری هدفمند انتخاب شده و شامل 23 نفر است. ابزار گردآوری داده‌ها، مصاحبه نیمه‌ساختار‌یافته است. نتایج تحقیق نشان داد که برندسازی دانشگاه شامل سه مفهوم هویت‌گذاری، هدف‌گذاری و پاسخ است. هر مفهوم دارای سه مقوله اصلی، واقعی و ارزش‌افزوده است. برای هر مقوله، یک یا چند متغیر ارائه شده است. در مفهوم هویت برند از نظر قانونی منحصربه‌فرد شده و در بازار رقابتی دارای هویت مستقل است. مقوله اصلی شامل نام‌گذاری، مقوله واقعی شامل لوگو و مقوله ارزش‌افزوده شامل مأموریت‌های دانشگاه است. مفهوم هدف، شامل خدمات و تولیدات دانشگاه و الزامات آن است. مقوله اصلی شامل محصولات یا خدمات و دانشجویان، مقوله واقعی شامل کارکنان و اساتید و مقوله هدف افزوده شامل بازاریابی و فارغ‌التحصیلان است. مفهوم پاسخ تفسیر عملکرد بازار برند دانشگاه در بازار است. مقوله اصلی شامل سریع‌ترین واکنش فرد، مقوله واقعی شامل تصویر یا تصور فرد و مقوله ارزش‌افزوده شامل ارزش اصلی برند دانشگاه است. در ادامه، راهبردهای به‌دست‌آمده برای برندسازی دانشگاه‌های صنعتی، دسته‌بندی‌های شده است.
کلیدواژه‌ها
عنوان مقاله [English]
PROVIDING A FRAMEWORK FOR BRANDING TECHNICAL UNIVERSITY USING LANCASTER AND KURT RAIL MODELS (CASE STUDY OF SHARIF UNIVERSITY OF TECHNOLOGY)
نویسندگان [English]
- Khalil Gholami 2
- Nematollah Azizi 3
1
2 Associate professor of Educational Planning University of Kurdistan. Department of Educational Sciences, Faculty of Humanities and Social Sciences, Kurdistan University. khalil.gholami@gmail.com
3 Professor of Educational Planning. . Department of Educational Sciences, Faculty of Humanities and Social Sciences, Kurdistan University. E-mail: nematollah.azizi@gmail.com.
چکیده [English]
The purpose of this study is to provide a framework for branding a technical university using the Lancaster and Kurt rail models. The research is applied in terms of purpose, descriptive in terms of data collection method and field in terms of implementation. The research sample is selected by purposive sampling method and includes 23 people. The data collection tool is a semi-structured interview. The research results show that university branding includes three concepts of identification, goal setting and response. Each concept has three categories, main, real and value added. For each category, one or more variables are presented. In the sense of brand identity, it is legally unique and has an independent identity in a competitive market. The main category includes naming, the actual category includes the logo and the value-added category includes university missions. The concept of purpose includes the services and products of the university and its requirements. The main category includes products or services and students, the real category includes staff and faculty, the added target category includes marketing and graduates. The concept of answer is to interpret the market performance of the university brand in the market. The main category includes the fastest person, the real category includes the image or perception of the person and the value added category includes the core value of the university brand. In the following, the strategies obtained for branding technical universities are categorized.
کلیدواژه‌ها [English]
- Framework
- branding
- Sharif University of Technology
- Lancaster model and Kurt rail
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