Codification and Selection University management strategies using Blue Ocean approach(Case Study: University of Applied Science and Technology)

The development of universities needs to design new and efficient strategies. In recent years, Blue Ocean approach has been recognized as the best method of strategic management. The purpose of this study is to develop and select appropriate strategies using the Blue Ocean approach at the University of Applied Sciences. The research was descriptive and applied and Likert scale questionnaire was used for data collection. The population consisted of managers, professors and students at Rosta University of Applied Sciences in Semnan city. Sample size was calculated 80 by Cochran method. Internal factors evaluation indicated weakness and external factors matrix showed opportunities in the management of the universities. SWOT analysis revealed 12 strategies. QSPM matrix also showed that the strategy of establishment of the center for communication with organizations and industries is the first priority. Other strategies are respectively; considering the educational environment and facilities, development of cooperation with science and technology parks and knowledge based companies, expansion of practical courses, participation and cooperation with top universities, holding regional conferences, attracting young and talented faculty members, and determining research priorities, new intelligent educational methods and targeting of projects. Finally, some suggestions were provided to manage the University of Applied Sciences.