المعرفة السوقية ودورها في تحديد الاستراتيجيات التنافسية للبرامج الأكاديمية في الجامعات الأردنية الخاصة في عمان

الملخص EN

This study aimed to clarify the role of market knowledge for determining competitive strategies for academic programs, within a sample of (7) private Jordanian universities in Amman capital.

The alternatives competitive advantages were chosen by administrative and students from different universities.

Two samples were taken the first one of the management consists of (150) administrators, and the second sample of the students consists of (450) students in the faculty of business, and it has been targeted by judgmental sample، the data obtained through second questionnaire including the level of accomplishing the competitive advantages resulting to the administrators and students.

The study used a likert scale and adoption of some statistical methods to analyze the data: standard deviation، mean, correlation factor، liner regression، independent sample T-test and one way ANOVA.

The main results of this study were: the importance of market knowledge presented by students' knowledge and competitors' knowledge for determining the competitive strategic alternatives، the need to verify the arrival of the benefits over the students in universities.