School education in the third millennium

School education in the third millennium

Identifying and prioritizing types of marketing in educational businesses using MCDM methods

Document Type : Original Article

Authors
behzad rezaeifard 1
maryam mosleh 2
mohammadreza khosravirad 3
1 Department of Business Management, Faculty of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
2 Member of the academic faculty of Islamic Azad University, Tehran West Branch, Tehran, Iran
3 Master of Business Administration, Tehran Branch, Islamic Azad University, Tehran, Iran
10.22034/jsetm.2024.462220.1035
Abstract
The main purpose of this research is to identify the types of marketing in educational businesses. This research is practical in terms of classification based on the goal, and it is a descriptive-survey research in terms of classification based on the method. The statistical population of the research includes experts active in the field of educational businesses in Tehran province, and 10 experts were asked for their opinions in this research. The sampling of this research is a purposive sampling method. The analysis method of this research is based on the Delphi method to identify the types of marketing and hierarchical analysis with the help of AHP to rank the types of marketing in educational businesses. The results of the research showed that word-of-mouth marketing, relational marketing, marketing based on social networks are among the best marketing methods in small businesses.Different methods and how to choose types of marketing are chosen by company managers according to the type of activity and goals they are pursuing, and their application is done with scientific and research methods that are carried out in the target market. If they are looking to do marketing according to different cultures and their beliefs, they should use diverse marketing. Different types of marketing can be seen in Iran, which take place according to the goals of the companies and the type of activity they perform.
Keywords
Marketing
Delphi technique
educational businesses
multi-criteria decision making (hierarchical analysis)
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