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:: Volume 6, Issue 1 (8-2017) ::
scds 2017, 6(1): 105-139 Back to browse issues page
Developing mechanisms for marketing in Non-profit higher education institutions: A mixed method research
Mostafa Azizi Shamami
University of Mazandaran
Abstract:   (5433 Views)

The present paper aims to explore mechanisms for marketing in non-profit higher education institutions. In doing so, mix method design was applied. A purposive sample of 10 informants was selected. Findings were organized under mechanisms for marketing development in higher education. Based on qualitative findings, an initial questionnaire was designed. After ensuring its reliability and validity, we administered it with a sample of 120 non-profit deans of higher education institutions. Using PLS, first and second order factor analysis was used to validate the proposed model. Results are presented as follows: The components segmentation: geographical factors, demand behavior (behavior), demographic and psychological; the choice of target market part: components absorbers and market success factors in each section; in the mechanism of positioning: focus on customer perception ,emphasizing the competitive advantage and an emphasis on basic resources; and in mix marketing mechanism part: process, physical evidence, product (educational program), personnel, promotions and pricing were Confirmed.

Keywords: higher education, marketing, mechanisms
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Type of Study: Research | Subject: Special
Received: 2017/03/9 | Accepted: 2018/03/11 | Published: 2018/03/11
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Azizi Shamami M. Developing mechanisms for marketing in Non-profit higher education institutions: A mixed method research. scds. 2017; 6 (1) :105-139
URL: http://journals.sabz.ac.ir/scds/article-1-410-en.html

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Volume 6, Issue 1 (8-2017) Back to browse issues page
مجله علمی پژوهشی مطالعات توسعه اجتماعی فرهنگی Quarterly Journal of Socio - Cultural Development Studies
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