Licensed under Creative Common THE ROLE OF EDUCATIONAL MARKETING IN PROMOTING INCENTIVES FOR CANDIDATES OF ENTRANCE EXAM TO

Seyede Razavi, Esfandiar Doshmanziari, Nasser Asgari
2017 International Journal of Economics, Commerce and Management United Kingdom   unpublished
Examining the effect of educational marketing on motivating candidates of entrance exam to study at Islamic Azad University (Electronic Branch) is a key factor to attract students and discover the benefits of education virtually. This article focuses on examining the effect of educational marketing on motivating candidates of entrance exam to continue education in Electronic Branch of Islamic Azad University. Tuition is the most important source of income for many universities. Attracting
more » ... ts mean getting a university to the required finance resources, in order to carry out future activities. In addition, according to the relationship marketing theory, establishing a long-term relationship with students is a competitive advantage for universities because the cost of attracting new students is far greater than maintaining current students. In this study, there was firstly examined the factors influencing motivation of candidates to enter virtual universities using conceptual study and literature review and then there was obtained a structural equation model. Then there were two questionnaires among students of Electronic Branch of Islamic Azad University to survey the model and relationship © Razabi, Doshmanziari & Asgari Licensed under Creative Common Page 576 between its variables. This research is available sampling method with regard to its unlimited statistical population. The Kerjcie and Morgan Tables were used to determine sample size. Finally, SPSS software was used to analyze the data and conduct regression statistics test. The research results provide useful information and insight for officials of Islamic Azad University because they can benefit them for appropriate marketing to maintain current students and motivate new students to continue their studies in Electronic Branch Islamic Azad University.
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