بازاریابی کار آفرینانه: نظریه جدید در باب همکاری موثر دانشگاه با صنعت
محورهای موضوعی : تخصصیسید مسعود قریشی 1 , مهدی مجیدپور 2 , بابک نگاهداری 3 , مرتضی مرتضی موسی خانی 4
1 - دانشجوی دکتری، گروه کارآفرینی، دانشگاه آزاد اسالمی واحد قزوین، قزوین، ایران
2 - دانشیار، گروه مدیریت کسب و کار، دانشگاه صنعتی امیرکبیر، تهران، ایران
3 - دانشیار، گروه زیست فناوری پزشکی، دانشگاه علوم پزشکی و خدمات بهداشتی درمانی تهران، تهران، ایران
4 - استاد، گروه مدیریت دولتی، دانشگاه آزاد اسالمی واحد علوم تحقیقات، تهران، ایران
کلید واژه: دانشگاه و صنعت, راهبرد بازاریابی , دانشگاه کارآفرین,
چکیده مقاله :
بازاریابی برای دانشگاه موضوع پیچیده و چند بعدی است چرا که دانشگاه‌ها مجبور هستند با تنوع قابل توجهی از مخاطبان ارتباط بگیرند. این مقاله سعی دارد تا نظریه جدیدی در باب همکاری مؤثر دانشگاه با صنعت ارائه نماید. مطالعه حاضر، ضمن تبیین ویژگی های چارچوب طبقه بندی رویکردهای بازاریابی در دانشگاه های دنیا، ساز و کارهای لازم برای بازاریابی توانمندی های دانشگاه در تمام زمینه های آموزش، پژوهش و کارآفرینی ارائه می دهد. بر این اساس با استفاده از رویکرد تلفیقی (کمی – کیفی) و استفاده از پرسشنامه ای 30 سؤالی، با تعداد 57 نفر از خبرگان دانشگاه، نهادی تامین مالی، تشکل ها و انجمن ها، دولت و صنعت مصاحبه صورت گرفت. با بررسی های انجام گرفته، ده راهبرد که به ترتیب شامل: تشکیل شبکه ای از متخصصین صنعت و دانشگاه جهت بهبود روابط و مشارکت ها، قراردادهای همکاری در اجرای پروژه های تاسیس مراکز تحقیقاتی و دانش بنیان با بخش خصوصی و صنعت، برگزاری جلسات و حفظ ارتباطات به صورت مستمر با نمایندگان صنایع و بخش خصوصی، قراردادهای همکاری دانشگاه با بخش خصوصی جهت تأمین مالی و سرمایه گذاری تأسیس مراکز تحقیقاتی و قطب های علمی، ایجاد یک واحد بازاریابی در دانشگاه جهت ارتقاء بازاریابی و در نتیجه بالا بردن درآمد دانشگاه، همکاری در قالب بستن قراردادهای چند جانبه در جهت تامین مالی و اجرای پروژه های تأسیس مراکز تحقیقاتی و دانش بنیان، استفاده بهینه از فضای دانشگاه جهت ارائه به شرکت های فعال بخش خصوصی، اصلاح وبسایت دانشگاه با رویکردهای نوین مدیریتی و بازاریابی، ایجاد قراردادهای همکاری با شرکت فعال حوزه بازاریابی و بازاریابی دیجیتال و ایجاد روش تأمین مالی جمعی هستند، برای بهبود همکاری دانشگاه و صنعت پیشنهاد شد.
Marketing for the university is a complex and multidimensional issue because, universities have to communicate with a significant variety of audiences. In this article, the necessary mechanisms for marketing the capabilities of the university in all fields of education, research and entrepreneurship are presented and prioritized. Accordingly, using an integrated approach (quantitative-qualitative) and using a 30-item questionnaire, 57 academic and industrial experts were interviewed. Based on the studies, ten strategies, which include: forming a network of industry and university experts to improve relations and partnerships, cooperation agreements in the implementation of projects to establish research and knowledge-based centers with the private sector and industry, holding meetings and maintaining Continuous communication with representatives of industry and the private sector, university cooperation agreements with the private sector to finance and invest in the establishment of research centers and scientific hubs, the establishment of a marketing unit in the university to promote marketing and thus increase university revenue, cooperation in Formation of multilateral contracts for financing and implementation of projects for the establishment of research and knowledge-based centers, optimal use of campus university space to be presented to active companies in the private sector, modification of the university website with new management and marketing approaches, creation Cooperation agreements with companies active in the field of digital marketing and marketing and the creation of crowdfunding and public financing methods were proposed to improve the relationship between academia and industry
شفیعی، مسعود و موسوی، عبدالرضا (1392)، تحلیل محتوای موانع، فرصتها و راهکارهای توسعه ارتباط صنعت و دانشگاه در پانزده کنگره سه جانبه، دو فصلنامه نوآوری و ارزش آفرینی، سال اول، شماره 3، ص 22-5.
مهدی، رضا و شفیعی، مسعود (1400)، ریشه یابی سست پیوندی دانشگاه ایرانی با صنعت از دیدگاه خبرگان آموزش عالی، دو فصلنامه نوآوری و ارزش آفرینی، دوره دهم، شماره 19، ص 39-54
مسعود، شفیعی (1399) کنگره بیست و سوم دولت، دانشگاه و صنعت برای توسعه ملی -دانشگاه گیلان
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