پیشایندها و پیامدهای برندسازی دانشگاهی: فراترکیب نظریه‌سازِ یافته‌های پژوهشی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت آموزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه شیراز، شیراز، ایران،

2 ( نویسنده مسئول) دانشیار، بخش مدیریت و برنامه‌ریزی آموزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه شیراز، شیراز، ایران،

3 دانشیار، بخش مدیریت و برنامه‌ریزی آموزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه شیراز، شیراز، ایران،

4 دانشیار، بخش مدیریت، دانشکده اقتصاد و مدیریت، دانشگاه شیراز، شیراز، ایران،

چکیده

مطالعه حاضر با هدف طراحی مدل برندسازی دانشگاهی و شناسایی پیشایندها و پیامدهای آن انجام گرفت. بر این اساس، از گفتمان پژوهش کیفی و روش فراترکیب نظریه­ساز استفاده گردید. در این راستا با جستجو در پایگاه­های اطلاعاتی معتبر و مطالعات و پژوهش‌های مرتبط با برندسازی دانشگاهی، تعداد 42 مقاله­ انتخاب و محتوای آنها بصورت عمیق مورد بررسی قرار گرفت. یافته­های پژوهش نشان داد که پیشایندهای برندسازی دانشگاهی عبارتند از: اعتبار دانشگاه، میراث دانشگاه، کیفیت امور رفاهی دانشگاه، موقعیت جغرافیایی، فرهنگ و وضعیت مالی پایدار. همچنین کسب شهرت، بین­المللی­شدن، کسب مزیت رقابتی پایدار، تضمین کیفیت، کسب رتبه دانشگاهی برتر، تصویر جدید در محافل پیرامون، هویت­سازی جدید، تحول فرهنگی و اجتماعی، و اثرات ملی و محلی، پیامدهای برندسازی دانشگاهی به شمار می‌روند. بنابراین چنین میتوان نتیجه­گیری کرد که دانشگاهی که در مسیر برندسازی گام برمی‌دارد، منتظر افزایش شهرت ملی و بین­المللیِ، سرآمدیِ اعضای هیات علمی و دانشجویان، اشتغال­پذیری دانش­آموختگان در بازار کار، دستاوردهای زیاد، استانداردهای علمی بالا، جذابیت، مزیت رقابتی پایدار، افزایش استقرار شرکتهای دانش­بنیان و نوآورانه، افزایش کیفیتِ دانشجویان، اساتید، آموزش، خدمات، برنامه و زندگی دانشجویی، مرجعیت علمی و کسب جایگاه برتر در بازار و نظام­های رتبه­بندیِ معتبر دانشگاهی، ایجاد یک تصویر متمایز از دانشگاه، ارتقاءِ هویت و ارزش دانشگاه، تولید سرمایه­های آموزشی، فرهنگی و اجتماعی، تنوع قومی، زبانی و فرهنگی در دانشگاه، کسب جایگاه بین­المللی و دستیابی به استانداردهای جهانی، هم­افزایی با برند شهری، موثر در رشد سیاسی و توسعه اقتصادی کشور خواهد بود

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Antecedents and Consequences of university Branding: A Theory-Generating Meta-synthesis of Research Findings

نویسندگان [English]

  • Mostafa Yazdi Joshaghani 1
  • Ghasem Salimi 2
  • Mahdi Mohammadi 3
  • Jafar Torkzadeh 3
  • Abolghasem Ebrahimi 4
1 Ph.D. Candidate in Educational Management, Faculty of Educational Sciences and Psychology, Shiraz University, Shiraz,
2 (Corresponding Author) Associate Professor, Department of Management and Educational Planning, Faculty of Educational Sciences and Psychology, Shiraz University, Shiraz, Iran,
3 Associate Professor, Department of Management and Educational Planning, Faculty of Educational Sciences and Psychology, Shiraz University, Shiraz, Iran
4 Associate Professor, Department of Management and Educational Planning, Faculty of Educational Sciences and Psychology, Shiraz University, Shiraz, Iran,
چکیده [English]

The aim of this study was to design a university branding model and identify its antecedents and consequences. Accordingly, the discourse of qualitative research and the Theory-Generating Meta-synthesis  method were used. In this regard, by searching in reputable databases and studies and researches related to academic branding, 42 articles were selected and their content was examined in depth. Findings showed that the antecedents of university branding are: university credit, university heritage, quality of university welfare, geographical location, culture and stable financial status. Also, gaining reputation, internationalization, gaining a sustainable competitive advantage, quality assurance, gaining a top academic rank, a new image in the surrounding circles, a new identity, cultural and social change, and national and local influences are the consequences of university branding. Therefore, it can be concluded that the university that is taking a step towards branding is waiting for the increase of national and international reputation, the excellence of faculty members and students, the employability of graduates in the labor market, high achievements, high scientific standards, attractiveness. Sustainable competitive advantage, increase the establishment of knowledge-based and innovative companies, increase the quality of students, professors, education, services, programs and student life, scientific Authoritiness and gain a leading position in the market and reputable academic ranking systems, create an image Distinguishing from the university, promoting the identity and value of the university, producing educational, cultural and social capital, ethnic , linguistic and cultural diversity in the university, gaining an international position and achieving global standards, synergy with the urban brand, effective in growth Political and economic development of the country.

کلیدواژه‌ها [English]

  • University Branding
  • University
  • Higher Education
  • Theory-Generating Meta-synthesis
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