نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد یزد، یزد، ایران
2 استادیار، ;گروه مدیریت کسب و کار، دانشگاه آزاد اسلامی، واحد یزد، یزد، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
The purpose of this research is to analyze the strategic brand of Islamic Azad University based on the SWOT model. In terms of the purpose of the current research method, it is developmental, and in terms of the non-experimental/descriptive implementation method, and also from the point of view of the result, it is a qualitative/quantitative (mixed) research that is cross-sectional and using interview and questionnaire tools to collect data in Two steps have been taken.
The statistical population of this research, in the first step, which analyzed the qualitative content of university documents and interviewed experts, was the students of Islamic Azad University, Yazd branch, and using judgmental sampling, 7 people were selected based on the rule of theoretical saturation;
In the second step, when the fuzzy screening of indicators and components was done, the statistical population was all the academic staff members of the Islamic Azad University, Yazd branch, and 21 people participated in the research with the purposeful sampling method;
The results of the data analysis identified the most important strengths and weaknesses as well as the opportunities and threats facing this academic unit, and in order to promote the brand of this university in the mind of the target audience, four strategies were presented in order to gain a sustainable competitive advantage in The Islamic Azad University of Yazd branch should be facilitated.
کلیدواژهها [English]
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