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Identifying the contextual components of design and development of entrepreneurial branding of the university (Case study of Iran University of Technology)

Keshavarzzadeh, A., Gholami, K. and Azizi, N. (2023) Identifying the contextual components of design and development of entrepreneurial branding of the university (Case study of Iran University of Technology). Iranian Journal of Higher Education, 14(3), pp. 40-64.

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Abstract

Introduction: The aim of the present study is identifying the contextual components of design and development of entrepreneurial branding of Iranian industrial universities. So that, the present research seeks to take advantage of the postmodern paradigm and considering the approach of university entrepreneurial branding, by conducting interviews with professors of industrial universities in the country, extracting the most important categories of university entrepreneurial branding design and development and finally, based on the findings, proceed to provide a suitable framework for entrepreneurial branding of industrial universities. Methodology: For this purpose, the method of phenomenological qualitative research was used. The research community was industrial universities experts. Based on the research method, using purposive sampling method and including 32 industrial universities experts were selected. The data collection process was performed using a semi-structured interview. To determine the validity of the interviews, two methods of member checks and peer review were used. To analyze the data, the data encoding technique of open and axial coding levels was used. Results and Discussion: Findings indicate that the four main components of “design and development missions”, “products and services”, “human resources” and “development of university capabilities” are the most important components of the design and development of entrepreneurial branding of the university. In the following, several pivotal components are presented for each of the main components. In such a way that for the main component of the missions key components of “education”, “research”, “scientific policy” and “internationalization”; for the main component of products and services pivotal components of “student” and “university products and services”; for the main component of human resources core components of “staff” and “faculty” and for the main component of capacity development core components of “finance”, “marketing” and “infrastructure” are suggested. Finally, for each of the pivotal components, the university's entrepreneurial branding design and development strategies are presented. Finally, for each of the core components, strategies for the design and development of entrepreneurial branding of the university are presented. Conclusions: Based on this, it is generally suggested that industrial universities form a committee consisting of experts and professionals in the field of branding, in order to identify and evaluate the strengths and weaknesses of the unique value of the university brand and make principled and logical planning, to make the best possible use of opportunities in order to lead to the improvement of the university brand. It should also be kept in mind that branding is a complex and multifaceted work that must be done with due care, necessary time investment, necessary financial allocation and detailed planning.

Item Type:	Articles (Letter)
Keywords:	Branding, technology universities, contextual models, design and development, entrepreneurial components.
Status:	Published
Refereed:	Yes
Glasgow Author(s) Enlighten ID:	Azizi, Professor Nematollah
Authors:	Keshavarzzadeh, A., Gholami, K., and Azizi, N.
Subjects:	L Education > LB Theory and practice of education > LB2300 Higher Education
College/School:	College of Social Sciences > School of Education
Research Group:	ELP
Journal Name:	Iranian Journal of Higher Education
Publisher:	Higher Education Association of IranIranian
ISSN:	2008-8000
Published Online:	24 March 2023
Copyright Holders:	Copyright © The Authors 2023
First Published:	First published in Iranian Journal of Higher Education 14(3):40-64
Publisher Policy:	Reproduced under a Creative Commons license

University Staff: Request a correction | Enlighten Editors: Update this record

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Deposit and Record Details

ID Code:	297997
Depositing User:	Professor Nematollah Azizi
Datestamp:	09 May 2023 10:15
Last Modified:	10 May 2023 01:31
Date of acceptance:	1 March 2023
Date of first online publication:	24 March 2023
Date Deposited:	9 May 2023
Data Availability Statement:	No