استراتيجية المحيط الأزرق : مدخل لتسويق البرامج المميزة بجامعة بنها "تصور مقترح"

الملخص EN

The research aimed at presenting a proposal for using the Blue Ocean Strategy in innovative marketing of special distinctive academic programs at Benha University.

This could be achieved through indicating the intellectual and philosophical fundamentals of the Blue Ocean Strategy, and identifying the intellectual framework of special distinctive academic programs at Egyptian public universities and its Philosophy as an approach to identify those programs at Benha University.

Also the research concentrated on investigating the reality of marketing special distinctive academic programs at Benha University.

The research depended on the descriptive approach to achieve its goal, and adopted a questionnaire on the research sample at Benha University (officials of special distinctive academic programs).

The most important findings of the research referred in its entirety to the weakness of marketing special distinctive academic programs at Benha University.

The research concluded with a proposal for marketing special distinctive academic programs at Benha University through Blue Ocean Strategy's main six principles (reconstruct the market boundaries- focus on the big picture- reach beyond existing demand- get the strategic sequence right- overcome organizational hurdles- build execution in to strategy).