مدى فاعلية تطبيق الاتصال التسويقي المتكامل في تحقيق الاستدامة المالية لجامعة الملك عبد العزيز في ظل نظام الجامعات الجديد

الملخص EN

In light of the local and global interest in improving educational outcomes among universities and based on electronic openness, which provided the opportunity for more competition between those universities, as all universities target all clients transcending geographical borders.

whereas, King Abdul-Aziz University, and in light of the new university system that granted it more financial, administrative and academic independence in accordance with the state's policy, has become required to achieve sources of income that achieve the required financial sustainability.

hence, the current study aimed to know the impact of applying the integrated marketing communication model on achieving the university's financial sustainability under the new university system.

the sample of the study consisted of (111) participants of members of the faculty at the university.

the researcher used the survey method through the questionnaire tool.

the researcher concluded several results, the most important of which is the necessity of having a strategic plan for the integrated marketing communication for the university to be adopted by the university administration.

as well as the importance of the diversity of the integrated marketing communication tools used in order to contribute to achieving financial sustainability.

one of the most prominent recommendations of the study was the necessity of creating specialized units in the field of integrated marketing communication within the university that would contribute to the creation of appropriate marketing content.