Developing and validating a marketing model for private higher education institutions: an integrated study

Subject Areas : Futurology

Roya Babaee Kasmaee ¹ (PhD Student in Eduactional management, Islamic Azad University, Isfahan (Khurasgan) branch)
Mohammd Ali Nadi ² (Assosiate Professor in Islamic Azad University, Isfahan (Khurasgan) branch, (Corresponding Athour) [e-mail])

Received: 2017-05-16 Accepted : 2018-04-23 Published : 2018-07-23

Keywords: Customer Relationship Satisfaction, thematic analysis, Creating and Providing a Value to Customers, educational marketing,

Abstract :

Background: Due to major changes in policy and the state of higher education around the world, such as increasing diversity and growth of heterogeneous products of higher education, enhance the competitiveness of this industry, changes in geographical and social conditions of students according to the new challenges of higher education, has pushed the entity in charge of science towards marketing has changed. Objective: Investigating the models and marketing strategies of higher education institutions of selected countries, to provide a model for higher education in the country (Case study: Islamic Azad University) Methods: Qualitative research method, Thematic Analysis, was gathered from 59 scientific articles from higher education institutions websites in the field of marketing. The quantitative research environment of the study was 3493 person and a sample of 346 teachers working at Azad University branches in five country clusters were determined. Data were collected from 145 balls questionnaire developed by the researchers based on the content network quality and to confirm the model of confirmatory factor analysis using LISREL software was used. Findings: The findings of the qualitative study, suggests that the Higher education marketing has 2 main themes, 9 sub-theme and 39 organizing theme and the confirmatory factor analysis of first and second part of the study has discussed the relationship between marketing concept of higher education and its components. Conclusion: Confirmatory Factor Analysis showed that each main theme of marketing higher education has a meaningful relationship with its sub-themes and subscales. It means “Creating and Providing a Value to Customers” main theme has a meaningful relationship with its 7 sub-themes and its subscales and also “Customer Relationship Satisfaction” main theme has a meaningful relationship with its 2 sub-theme and its subscales.