إدارة التسويق الإلكتروني للخدمات التعليمية : دراسة تطبيقية على الوحدات ذات الطابع الخاص بجامعة الإسكندرية

الملخص EN

: The current research aims to: Determine the most important intellectual foundations of E-Marketing of educational services, identify the most important elements of the E-Marketing mix, identify the stages of E-Marketing management of educational services, as well as identify the reality of E-Marketing management of educational services in the special units/centers at Alexandria University, and its most important obstacles, and finally: presenting a proposed vision for the management of E-Marketing of educational services in the special units/centers at Alexandria University.

The research used the descriptive method.

The theoretical framework included Three main axes; The first axis included: the intellectual foundations of E-Marketing of educational services.

The second axis included: the most important elements of E-Marketing mix for the educational services.

The third axis included: the stages of E-Marketing management of educational services.

The research tool consisted of a questionnaire prepared by the researcher; To get acquainted with the reality of E-Marketing management of educational services in the special units/centers at Alexandria University, and the obstacles to managing it.

It was applied to a sample of managers and employees working in these units/centers.

The most important results of the field study indicated: The axis of "E-Marketing management of educational services in the special units/centers at Alexandria University" is available to a high degree from the point of view of the managers sample, while it is available to a medium degree from the point of view of the employee's sample.

The axis of "obstacles of E-Marketing management of educational services in the special units/centers at Alexandria University" is available to a low degree from the point of view of the managers sample, while it is available to a medium degree from the point of view of the employee's sample.

There are no statistically significant differences between the average of the degree of the managers and the employees in the special units/centers about the reality of E-Marketing management of educational services, and the obstacles to managing it.