Entrepreneurial marketing: A New Theory of Effective University-Industry Cooperation
Subject Areas : SpecialSeyed Maseood Ghoreishi 1 , mahdi majidpour 2 * , Babak Negahdari 3 , Morteza Mousakhani 4
1 - PhD student, Department of Entrepreneurship, Qazvin Islamic Azad University, Qazvin, Iran
2 - Associate Professor, Department of Business Management, Amirkabir University of Technology, Tehran, Iran
3 - Associate Professor, Department of Medical Biotechnology, Tehran University of Medical Sciences and Health Services, Tehran, Iran
4 - Professor, Department of Public Administration, Islamic Azad University, Department of Research Sciences, Tehran, Iran
Keywords: : University and Industry, Marketing, Entrepreneur University, Third Generation University,
Abstract :
Marketing for the university is a complex and multidimensional issue because, universities have to communicate with a significant variety of audiences. In this article, the necessary mechanisms for marketing the capabilities of the university in all fields of education, research and entrepreneurship are presented and prioritized. Accordingly, using an integrated approach (quantitative-qualitative) and using a 30-item questionnaire, 57 academic and industrial experts were interviewed. Based on the studies, ten strategies, which include: forming a network of industry and university experts to improve relations and partnerships, cooperation agreements in the implementation of projects to establish research and knowledge-based centers with the private sector and industry, holding meetings and maintaining Continuous communication with representatives of industry and the private sector, university cooperation agreements with the private sector to finance and invest in the establishment of research centers and scientific hubs, the establishment of a marketing unit in the university to promote marketing and thus increase university revenue, cooperation in Formation of multilateral contracts for financing and implementation of projects for the establishment of research and knowledge-based centers, optimal use of campus university space to be presented to active companies in the private sector, modification of the university website with new management and marketing approaches, creation Cooperation agreements with companies active in the field of digital marketing and marketing and the creation of crowdfunding and public financing methods were proposed to improve the relationship between academia and industry
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