Market orientation in higher education: positioning marketing in Iranian higher education

Considering students expectations and rivalry among higher education institutions, novel practical ways through adaptation of market-oriented mechanisms as well as business mechanisms in higher education are required. The present paper, therefore, aims to examine mechanisms for positioning in Iranian higher education. In doing so, phenomenological approach was applied. A purposive sample of 10 informants consisting of higher education experts and deans was selected. To analyze data, open, axial, and selective coding system was applied and the findings were organized under mechanisms for positioning in higher education. With regard to target market in higher education, attracting factors and success factors were yielded. With regard to positioning in higher education, 4 categories were identified including emphasis on relative advantage, emphasis on Basic resource, emphasis on marketing techniques, and emphasis on customers’ perception. Barriers and constraints were categorized under 6 main categories: political, administrative, institutional, cultural and social, economic, and academic. Based on literature and findings, conceptual framework on mechanisms for positioning in higher education was developed. Considering students expectations and rivalry among higher education institutions, novel practical ways through adaptation of market-oriented mechanisms as well as business mechanisms in higher education are required. The present paper, therefore, aims to examine mechanisms for positioning in Iranian higher education. In doing so, phenomenological approach was applied. A purposive sample of 10 informants consisting of higher education experts and deans was selected. To analyze data, open, axial, and selective coding system was applied and the findings were organized under mechanisms for positioning in higher education. With regard to target market in higher education, attracting factors and success factors were yielded. With regard to positioning in higher education, 4 categories were identified including emphasis on relative advantage, emphasis on Basic resource, emphasis on marketing techniques, and emphasis on customers’ perception. Barriers and constraints were categorized under 6 main categories: political, administrative, institutional, cultural and social, economic, and academic. Based on literature and findings, conceptual framework on mechanisms for positioning in higher education was developed.