زمینه‌های شکل‌گیری و توسعه رشته بازاریابی شناختی در آموزش عالی ایران: مطالعه‌ای کیفی با رویکرد تحلیل مضمون

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار مدیریت بازرگانی، دانشگاه علامه طباطبائی، تهران، ایران

2 دانش‌آموخته دکتری مدیریت بازرگانی، دانشگاه علامه طباطبائی، تهران، ایران

3 دانش‌آموخته دکتری مدیریت فناوری، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

تحولات فناورانه و تغییرات شتابان در نیازهای جامعه، دانشگاه‌ها را ناگزیر از بازتعریف مأموریت خود و بازنگری در ساختارها و برنامه‌های درسی کرده است. این ضرورت به‌ویژه در بستر رشته‌های نوظهور با ماهیت میان‌رشته‌ای بیشتر احساس می‌شود؛ چرا که این دسته از رشته‌ها در مرز دانش قرار دارند و نهادینه‌سازی آن‌ها مستلزم سیاست‌گذاری دقیق، ظرفیت‌سازی نهادی و شناختی و درک جامعی از بسترهای فرهنگی، ساختاری و زیرساختی نظام آموزش عالی است. پژوهش حاضر، با تمرکز بر رشته بازاریابی شناختی به‌عنوان یک مطالعه موردی، در پی آن است که زمینه‌های شکل‌گیری و توسعه رشته‌های میان‌رشته‌ای نوظهور را در آموزش عالی ایران شناسایی و تحلیل کند. به این منظور، با بهره‌گیری از رویکرد کیفی و روش تحلیل مضمونی، داده‌های حاصل از مصاحبه با دوازده تن از خبرگان حوزه بازاریابی شناختی مورد بررسی قرار گرفت. یافته‌های پژوهش نشان می‌دهد که توسعه این حوزه را می‌توان در قالب دو بُعد اصلی توسعه آموزشی و توسعه پژوهشی تحلیل کرد. در بُعد آموزشی، مؤلفه‌هایی نظیر بازنگری در سرفصل‌ها، توسعه فضاهای آموزشی و کارگاهی، تقویت نگاه میان‌رشته‌ای در آموزش و کاهش سوگیری‌های فرهنگی و ساختاری شناسایی شده‌اند. در بُعد پژوهشی نیز عواملی همچون گسترش زیرساخت‌های پژوهش شناختی، افزایش دسترسی به آزمایشگاه‌های تخصصی، بومی‌سازی ابزارهای مفهومی و ارزیابی اثربخشی اجتماعی، اقتصادی و اخلاقی رشته نقش‌آفرین هستند. افزون بر این، پژوهش حاضر تلاشی است برای تدوین یک چارچوب تحلیلی بومی در راستای پر کردن خلأ نظری موجود در ادبیات آموزش میان‌رشته‌ای و نهادینه‌سازی رشته‌های نوظهور. این چارچوب می‌تواند برای سیاست‌گذاران آموزش عالی، برنامه‌ریزان درسی و نهادهای متولی علم و فناوری در تدوین راهبردهای بومی‌سازی رشته‌های میان‌رشته‌ای در ایران مفید واقع شود.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Emergence and Development of the Cognitive Marketing Discipline in Iranian Higher Education: A Qualitative Study Using Thematic Analysis

نویسندگان [English]

  • Kobra Bakhshizadeh Borj 1
  • Pedram Jahedi 2
  • Hamed Nasiri 3
1 Associate Professor of Business Management, Allameh Tabataba’i University, Tehran, Iran
2 Ph.D. in Business Management, Allameh Tabataba’i University, Tehran, Iran
3 Ph.D. in Technology Management, Allameh Tabataba’i University, Tehran, Iran
چکیده [English]

Technological advancements and the rapidly changing needs of society have compelled universities around the world to revisit their missions and revise the structure and content of their curricula. This shift is particularly critical in relation to emerging interdisciplinary academic fields, which exist at the interface of multiple disciplines and demand not only conceptual innovation but also strategic policymaking, institutional support, and a deep understanding of the cultural, structural, and infrastructural characteristics of higher education systems. Among these, cognitive marketing has gained increasing attention due to its potential to integrate insights from cognitive science into marketing research and practice. This study adopts a qualitative case-based approach to explore the enabling conditions for the institutionalization of cognitive marketing within the Iranian higher education system. Drawing on semi-structured interviews with twelve domain experts and applying thematic analysis, the study identifies two overarching dimensions in the development of this field: educational development and research development. Educational factors include curriculum redesign, enhancement of learning environments and workshops, support for interdisciplinary pedagogy, and addressing institutional and cultural biases. Research-related factors cover the expansion of cognitive research infrastructure, greater access to specialized laboratories, localization of theoretical and methodological tools, and comprehensive impact assessments that include social, economic, and ethical considerations. The findings lead to the formulation of a context-sensitive analytical framework that helps explain the process of embedding emerging interdisciplinary fields within national academic systems. This framework provides theoretical and practical insights for policymakers, academic leaders, and curriculum designers who aim to promote the institutionalization of interdisciplinary programs in contexts similar to Iran.

کلیدواژه‌ها [English]

  • Higher Education Policy
  • Interdisciplinarity
  • Cognitive Marketing
  • Emerging Academic Disciplines
  • Thematic Analysis
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