Recognition and ranking affecting factors on educational marketing in the units of the Islamic Azad University of Tehran and presenting a suitable model.

The purpose of the research is to identify and rank the components of educational marketing in the units of Islamic Azad University in Tehran and provide a model for this, as well as identify and rank internal and external factors affecting educational marketing. This research is applied in terms of practical purpose, in terms of field data collection method and in terms of implementation method (qualitative and quantitative). The study community in the qualitative stage includes all key informants and experts in the field of educational marketing and in the quantitative part includes professors. The various fields of marketing and stakeholders are Islamic Azad University (Tehran Branch). In the qualitative section, the data collection tool is a semi-structured interview, and in the quantitative section, it is a questionnaire. Qualitative data analysis is systematic with the data method using open, central and selective coding. Findings According to the results of the analysis of interviews and the experience of participants in the field of research, the most important internal factors (factors related to the organization) on educational marketing in Islamic Azad University units include: 1-Financial resources 2- Process and educational product 3 - University educational policies 4 - Outstanding professors 5 - University resources and physical facilities 6 - Academic factors and external influential factors: 1 - Individual factors 2 - Organizational factors 3 - Financial and cost issues 4- Factors related to higher education. In a small part using technique AHP These prioritization factors and appropriate model for educational marketing were developed in the Islamic Azad University of Tehran. Educational marketing strategies in Tehran Islamic Azad University units include marketing development mechanisms, management mechanisms and the dynamics of the scientific environment.