تبیین شایستگی‌های نیروی انسانی با رویکرد بازاریابی خدمات آموزشی (یک مطالعه فراتحلیل)
محورهای موضوعی : شایستگی های مورد نیاز رهبران منابع انسانی
سعید طالبی
1
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سید محمود شبگو منصف
2
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کامبیز شاهرودی
3
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فرزین فرحبد
4
1 - گروه مدیریت بازرگانی، واحد رشت ، دانشگاه آزاد اسلامی ، رشت، ایران
2 - گروه مدیریت بازرگانی، واحد رشت ، دانشگاه آزاد اسلامی ، رشت، ایران
3 - گروه مدیریت بازرگانی، واحد رشت ، دانشگاه آزاد اسلامی ، رشت، ایران
4 - گروه مدیریت دولتی، واحد رشت ، دانشگاه آزاد اسلامی ، رشت، ایران
کلید واژه: صنعت آموزش, بازاریابی آموزشی, شایستگی شغلی, موسسات آموزشی, فرا تحلیل,
چکیده مقاله :
آموزش با کیفیت پیش‌نیاز اقتصاد شکوفا یک کشور است. با در نظر گرفتن رویکردهای جدید می‌توان کیفیت آموزش را ارتقا داد. از سوی دیگر توجه به ویژگی‌ها و شایستگی‌های متخصصان حوزه آموزش و تمرکز بر شایسته محوری نیروی انسانی این حوزه، رویکردی دیگر است که ارتباط مستقیمی با کیفیت آموزش و بهبود رقابت در این بازار خواهد داشت. لذا هدف پژوهش حاضر، تبیین شایستگی‌های کلیدی نیروی انسانی حوزه آموزش با رویکرد بازاریابی خدمات آموزشی است. این مطالعه، با بکارگیری از روش فراتحلیل به منظور تحلیل نتایج پژوهش‌های انجام شده مرتبط با شایستگی‌های لازم در خدمات آموزشی طی سال‌هاي (2005-2020) و (1385-1399) صورت گرفته است. از 91 منبع اولیه، ابتدا 67 منبع براساس چکیده انتخاب، سپس 39 منبع بر اساس محتوا گزینش و در نهایت 12 منبع به عنوان منابع مرتبط، بررسی شدند. ابتدا ناهمگنی اندازه اثر مورد تایید قرار گرفت و سپس اندازه اثر هر شاخص با بکارگیری نرم افزار CMA بررسی شد. با نتایج آزمون Q مبنی بر ناهمگن بودن مطالعات با اطمینان 99 درصد، استفاده از ترکیب نتایج مدل آثار تصادفی مورد تایید قرار گرفت. با توجه به نتایج آثار تصادفی در تحلیل نرم افزار ، 24 شایستگی کلیدی در حیطه بازاریابی خدمات آموزشی احصا شد. یافته‌ها نشان داد که شایستگی‌های "مدیریت زمان" و "خلاقیت و نوآوری" به ترتیب با اندازه اثر0.584 و 0.538 بیشترین و شایستگی‌های "مهارت شنوندگی" و "قدرت تجزیه و تحلیل" با مقدار برابر 0.285 کمترین مقدار اندازه اثر را در میان شایستگی‌های کلیدی داشتند.
High quality education is a prerequisite for a flourishing economy of a country. The quality of education can be improved by considering new approaches. On the other hand, the characteristics and competencies of specialists in the field of education and focusing on competency-based human resources in this field is another approach that will have a direct relationship with the quality of education and improving competition in this market. Therefore, the research object is to explain the key competencies of human resources in the field of education services with the approach of marketing education services. In this study, the results of the resources of necessary competencies in educational services during the years (2020-205) & (1399-1385) are analyzed by a meta-analyzed method and components of educational services marketing competency were counted. From 91 primary sources, 67 sources were selected based on abstract, then 39 ones were selected based on the content, and finally 12 sources were considered as relevant sources. Heterogeneity of the effect size was confirmed and then the effect of each index was studied using CMA software. By the results of the Q test, the studies are heterogeneous with 99% confidence, the use of combining results of the random effects model was confirmed. According to the random results in software analysis, 24 key competencies were found in the field of educational services marketing. The findings indicated that the competencies "time management" and "creativity and innovation" have the highest effect sizes of 0.584 and 0.538 respectively, and the competencies of "listening skills" and "power of analysis" with a value of 0.285 have the lowest effect sizes among the competencies.
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