برندسازی دانشگاه؛ نیاز جدید آموزش عالی (مطالعه موردی؛ دانشگاه پیام نور مرکز کرج)

نوع مقاله : علمی - پژوهشی

نویسنده

دانشگاه پیام نور

چکیده

در عصر جدید به‌دلیل جهانی شدن، گشودگی اقتصادی و فرهنگی و شرکت‌های چندملیتی، عرصه رقابت فشرده برای دانشگاه‌ها نیز به وجود آمده است، به‌گونه‌ای که برای حفظ یا ارتقای موقعیت خود، برندسازی به فرآیندی ضروری و مهم برای آن‌ها تبدیل شده است. توسط برندسازی، دانشگاه نام خود را از دیگر دانشگاه‌ها متمایز می‌کند و بقای خود را حفظ می‌نماید. هدف پژوهش حاضر بررسی چگونگی بهبود برند دانشگاه پیام نور مرکز کرج است. این پژوهش در چارچوب رویکرد کیفی و با استفاده از روش پژوهش تحلیل تم صورت گرفته و ابزار جمع آوری داده‌ها مصاحبه نیمه‌ساختاریافته است. جامعه پژوهش اعضای هیأت علمی دانشگاه پیام نور کرج است که براساس قاعده اشباع، 18 نفر از طریق نمونه‌گیری هدفمند و به‌عنوان خبرگان مطلع انتخاب شدند. جهت تحلیل داده‌ها از فرآیند کدگذاری استفاده شد. محاسبه پایایی مصاحبه‌ها به روش پایایی بازآزمایی (74%) و روش توافق درون موضوعی انجام شد. یافته‌های تحقیق در قالب تم‌های اصلی حاکی از آن است که برای بهبود برند دانشگاه پیام نور مرکز کرج لازم است اقداماتی به شرح ذیل انجام شود: حمایت مدیریت و تدوین استراتژی، بهبود کیفیت خدمات آموزشی، بهبود وضعیت فیزیکی دانشگاه، بهبود امکانات و تسهیلات دانشگاه، تدوین و اجرای برنامه جامع روابط عمومی و ایجاد روابط مبتنی بر همکاری.

کلیدواژه‌ها

عنوان مقاله [English]

University Branding; New Necessity of Higher Education (Case Study: Karaj Branch of Payame Noor University)

نویسنده [English]

  • Ashraf Rahimiyan
Payam Noor university
چکیده [English]

In the new era of globalization, economic and cultural openness and multinational companies, and also intensive competition have been started among universities. They maintain or improve their position, and therefore, branding is an important and necessary process for them. By branding, university distinguishes itself from other universities and maintains its survival. This study investigated how to improve the brand of Payam Noor University (Karaj branch). This research is a qualitative approach which uses thematic analysis and data were collected by means of semi-structured interviews. The study population is faculty members of Payam Noor University (Karaj branch), among them, via purposeful sampling, 18 people were selected as informants considering the principles of saturation. Coding process was used to analyze the data. For reliability, test-retest reliability (74%) and the intersubjective agreement method were conducted. Themes in the form of original research findings suggest that it is necessary to consider the following items in order to improve Karaj branch of Payam Noor University: management support and develop strategies, improving the quality of educational services, improving the physical environment of the university, improving university facilities, developing and implementing a comprehensive public relations program, and creating cooperative relationships.
 

کلیدواژه‌ها [English]

  • University Branding
  • High Education
  • Payame Noor University

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