تبیین شایستگی‌های نیروی انسانی با رویکرد بازاریابی خدمات آموزشی (یک مطالعه فراتحلیل)
الموضوعات :
سعید طالبی
1
,
سید محمود شبگو منصف
2
,
کامبیز شاهرودی
3
,
فرزین فرحبد
4
1 - گروه مدیریت بازرگانی، واحد رشت ، دانشگاه آزاد اسلامی ، رشت، ایران
2 - گروه مدیریت بازرگانی، واحد رشت ، دانشگاه آزاد اسلامی ، رشت، ایران
3 - گروه مدیریت بازرگانی، واحد رشت ، دانشگاه آزاد اسلامی ، رشت، ایران
4 - گروه مدیریت دولتی، واحد رشت ، دانشگاه آزاد اسلامی ، رشت، ایران
الکلمات المفتاحية: صنعت آموزش, بازاریابی آموزشی, شایستگی شغلی, موسسات آموزشی, فرا تحلیل,
ملخص المقالة :
آموزش با کیفیت پیش‌نیاز اقتصاد شکوفا یک کشور است. با در نظر گرفتن رویکردهای جدید می‌توان کیفیت آموزش را ارتقا داد. از سوی دیگر توجه به ویژگی‌ها و شایستگی‌های متخصصان حوزه آموزش و تمرکز بر شایسته محوری نیروی انسانی این حوزه، رویکردی دیگر است که ارتباط مستقیمی با کیفیت آموزش و بهبود رقابت در این بازار خواهد داشت. لذا هدف پژوهش حاضر، تبیین شایستگی‌های کلیدی نیروی انسانی حوزه آموزش با رویکرد بازاریابی خدمات آموزشی است. این مطالعه، با بکارگیری از روش فراتحلیل به منظور تحلیل نتایج پژوهش‌های انجام شده مرتبط با شایستگی‌های لازم در خدمات آموزشی طی سال‌هاي (2005-2020) و (1385-1399) صورت گرفته است. از 91 منبع اولیه، ابتدا 67 منبع براساس چکیده انتخاب، سپس 39 منبع بر اساس محتوا گزینش و در نهایت 12 منبع به عنوان منابع مرتبط، بررسی شدند. ابتدا ناهمگنی اندازه اثر مورد تایید قرار گرفت و سپس اندازه اثر هر شاخص با بکارگیری نرم افزار CMA بررسی شد. با نتایج آزمون Q مبنی بر ناهمگن بودن مطالعات با اطمینان 99 درصد، استفاده از ترکیب نتایج مدل آثار تصادفی مورد تایید قرار گرفت. با توجه به نتایج آثار تصادفی در تحلیل نرم افزار ، 24 شایستگی کلیدی در حیطه بازاریابی خدمات آموزشی احصا شد. یافته‌ها نشان داد که شایستگی‌های "مدیریت زمان" و "خلاقیت و نوآوری" به ترتیب با اندازه اثر0.584 و 0.538 بیشترین و شایستگی‌های "مهارت شنوندگی" و "قدرت تجزیه و تحلیل" با مقدار برابر 0.285 کمترین مقدار اندازه اثر را در میان شایستگی‌های کلیدی داشتند.
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