شناسایی و رتبه‌بندی عوامل مؤثر بر ارتقای برند مؤسسات آموزش عالی با استفاده از تکنیک نگاشت شناختی فازی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه آموزش عالی، واحد اردکان، دانشگاه ازاد اسلامی، اردکان، ایران

2 استادیار گروه علوم‌تربیتی، دانشکده علوم‌انسانی، دانشگاه اراک، اراک، ایران

3 کارشناس ارشد مدیریت بازرگانی، یزد، ایران

4 کارشناسی ارشد مدیریت بازرگانی دانشگاه تهران، پردیس بین الملل کیش، کیش، ایران

چکیده

هدف پژوهش حاضر، شناسایی و رتبه‌بندی عوامل مؤثر بر ارتقای برند مؤسسات آموزش عالی استان یزد با استفاده از تکنیک نگاشت شناختی فازی بود. روش پژوهش مطالعه موردی از نوع مدل‌سازی فازی است. جامعه آماری پژوهش شامل دو گروه خبرگان کلیدی(اعضای هیات علمی و صاحب نظران آموزش عالی) و دانشجویان تحصیلات تکمیلی دانشگاه‌های استان یزد (که دارای دوره ی تحصیلات تکمیلی بودند) شامل دانشگاه یزد، دانشگاه آزاد اسلامی، دانشگاه پیام نور و دانشگاه علم وهنر) را تشکیل دادند، از بین صاحب‌نظران، 17 صاحب‌نظر آموزش عالی دانشگاه‌های استان با استفاده از روش گلوله‌برفی و از بین دانشجویان، 89 نفر دانشجوی تحصیلات تکمیلی با استفاده از روش نمونه‌گیری تصادفی طبقه‌ای انتخاب شدند. ابزار پژوهش، پرسشنامه ماتریسی عوامل موثر بر ارتقاء برند آموزش عالی محقق‌ساخته بود. روایی ابزار، با استفاده از بازخورد همتایان و روش کنترل اعضا حاصل شد. با مطالعه ادبیات موضوع و مرور پیشینه، 14 عامل به عنوان عوامل مؤثر بر ارتقای برند مؤسسات آموزش عالی استخراج شد. همچنین یافته‌های پژوهش نشان داد که عامل‌های شهرت، تسهیلات فیزیکی، خدمات کتابخانه‌ای و توسعه کارراهه شغلی نسبت بقیه عوامل از مرکزیت و اهمیت بیشتری در ارتقای برند موسسات آموزش عالی برخوردار می‌باشند. همچنین با استفاده از ابزارها و تکنیک‌های مربوط به رویکرد نگاشت شناختی فازی و نرم‌افزار Ucinet، مدل ارتقای برند مؤسسات آموزش عالی و سناریوهای جایگزین برای ارتقای برند آموزش موسسات آموزش عالی ارائه شد.

کلیدواژه‌ها

عنوان مقاله [English]

Identifying and Ranking the Factors Affecting the Brand Promotion of Higher Education Institutions Using Fuzzy Cognitive Mapping Technique

نویسندگان [English]

  • hamid reza kamali ardakani 1
  • SIRUS Mansoori 2
  • mostafa morovatisharifabad 3
  • Abbas Mohseni 4
1 Department of Higher Education,,Ardakan Branch, Islamic Azad University, Ardakan, Iran
2 Department of Education, Faculty of Humanities, Arak University, Arak, Iran
3 -Department of Managment, Ardakan Branch, Islamic Azad University, Ardakan, Iran
4 Department of Marketing Management, Tehran University,Kish International Campus, Kish, Iran
چکیده [English]

The aim of this study was to identify and rank the factors affecting the brand promotion of higher education institutions in Yazd province using fuzzy cognitive mapping technique. The research method was a case study for fuzzy modeling. The statistical population of the study consisted of two groups of key experts (faculty members and experts on higher education) and graduate students of universities in Yazd province. From the second group, 89 graduate students were selected using stratified random sampling. The research tool was a matrix questionnaire of factors affecting the promotion of the researcher higher education brand. The validity of the instrument was obtained using peer feedback and member control methods. By studying the literature and reviewing the background, 14 factors were extracted as effective factors in promoting the brand of higher education institutions. The findings also showed that the factors of reputation, physical facilities, library services and career development are more central and important than other factors in promoting the brand of higher education institutions. Also, using tools and techniques related to the fuzzy cognitive mapping approach and Ucinet software, the brand promotion model of higher education institutions and alternative scenarios for the promotion of higher education brand education institutions were presented.

کلیدواژه‌ها [English]

  • Ranking
  • Brand Promotion
  • Higher Education Institutions
  • Fuzzy Cognitive Mapping

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مطالعات برنامه ریزی آموزشی
دوره 11، شماره 22
اسفند 1401
صفحه 40-57

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سابقه مقاله

  • تاریخ دریافت: 26 خرداد 1401
  • تاریخ بازنگری: 13 بهمن 1401
  • تاریخ پذیرش: 13 بهمن 1401

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