Identifying the contextual components of design and development of entrepreneurial branding of the university (Case study of Iran University of Technology)

The aim of the present study is identifying the contextual components of design and development of entrepreneurial branding of Iranian industrial universities. So that, the present research seeks to take advantage of the postmodern paradigm and considering the approach of university entrepreneurial branding, by conducting interviews with professors of industrial universities in the country, extracting the most important categories of university entrepreneurial branding design and development and finally, based on the findings, proceed to provide a suitable framework for entrepreneurial branding of industrial universities.

For this purpose, the method of phenomenological qualitative research was used. The research community was industrial universities experts. Based on the research method, using purposive sampling method and including 32 industrial universities experts were selected. The data collection process was performed using a semi-structured interview. To determine the validity of the interviews, two methods of member checks and peer review were used. To analyze the data, the data encoding technique of open and axial coding levels was used.

Findings indicate that the four main components of “design and development missions”, “products and services”, “human resources” and “development of university capabilities” are the most important components of the design and development of entrepreneurial branding of the university. In the following, several pivotal components are presented for each of the main components. In such a way that for the main component of the missions key components of “education”, “research”, “scientific policy” and “internationalization”; for the main component of products and services pivotal components of “student” and “university products and services”; for the main component of human resources core components of “staff” and “faculty” and for the main component of capacity development core components of “finance”, “marketing” and “infrastructure” are suggested. Finally, for each of the pivotal components, the university's entrepreneurial branding design and development strategies are presented. Finally, for each of the core components, strategies for the design and development of entrepreneurial branding of the university are presented.

Based on this, it is generally suggested that industrial universities form a committee consisting of experts and professionals in the field of branding, in order to identify and evaluate the strengths and weaknesses of the unique value of the university brand and make principled and logical planning, to make the best possible use of opportunities in order to lead to the improvement of the university brand. It should also be kept in mind that branding is a complex and multifaceted work that must be done with due care, necessary time investment, necessary financial allocation and detailed planning.