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Strategic Marketing Model of Educational Industries Considering the Role of Ethical Components
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Abstract: (287 Views) |
Background: Educational industries have an important role in increasing the level of students' learning and due to their importance, the owners of these industries should pay attention to ethical principles from the time of design and production to entering the market. This research has been done with the aim of designing a strategic marketing model with regard to the role of ethical components in the development and profitability of the education industry in technical and vocational schools.
Method: In terms of research direction, this research was fundamental and in terms of research method, it was qualitative and based on the data theory of the foundation. The statistical population of the research was the customers and managers of schools and managers of technical and professional organizations, and 31 people from this group were selected as a sample using the sampling method. The interview tool was semi-structured and finally the data was analyzed using the triple coding method. MAXQDA was used for data analyzing.
Results: The obtained results indicated 146 open codes which were classified into 20 core codes and finally the research model was formed after selective coding.
Conclusion: The use of new and efficient strategies of the educational industry, including digital marketing and the use of virtual space, which, of course, considers the moral values of society in all elements and paying attention to the profitable part of customers, that is, university graduates, who want to enter the market. It is necessary to work and learn technical and professional skills. |
Article number: 12 |
| Keywords: Technical and vocational school, Strategic marketing, Ethical marketing, Educational industries |
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Full-Text [PDF 622 kb]
(201 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2022/11/30 | Accepted: 2023/02/5 | Published: 2023/08/1
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