عنوان مقاله [English]
Background and objective: The purpose of this study was to develop and validate the marketing education model in technical and vocational education.
Methods and Materials: To achieve the research goal, a sequential mix has been used that includes two qualitative and quantitative parts. The information and data needed from the directors and deputies of scientific and applied universities and technical and professional centers of Tehran were gathered and then the marketing marketing model was validated in technical and professional education. The educational marketing model in technical and vocational education has 11 factors of individual factors, structural elements of organization, service marketing, financial resources, educational products and services, pivotal orientation and expectations, legal and legal factors, alignment of marketing policies And organization, social and cultural factors and outcomes, which includes 63 indicators of their constituents.
Results: The research findings showed that the path coefficients of all research variables were positive and significant at the level of 0.01. The direct effect of individual factors (β = 0.41), structural factors of organization (β = 0.53), service marketing (β = 0.41), financial resources (β = 0.50), educational services and products (48 / (Β = 0/45), educational policies and policies (β = 0.45), pivotal focus and attention to expectations (β = 0.39), legal and legal factors (β = 0.45), alignment of marketing policies and organization ( Β = 0.35), social and cultural factors (β = -0.46) and outcomes (β = 0.45) have positive and significant effects on educational marketing at the level (P <0.01).
Conclusion: Based on factor load calculations, structural factors of the organization (53/0) have the most effect on educational marketing in technical and vocational education, and the variables of financial resources (0.50), educational services and products (0.48), and educational policies and procedures (45 / 0) are in the next priority.
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