تقييم فاعلية استخدام الجامعات المصرية للاتصالات التسويقية في الإعلان عن خدماتها

Abstract EN

The study seeks to evaluate the effectiveness of the Egyptian universities' use of marketing communications in advertising their services through a field study of the communicator, in order to identify the extent to which Egyptian universities apply the integrated marketing communications approach, and to identify the communication and marketing activities pursued by the departments of marketing, communication and public relations within university facilities, the study sample.

In achieving its marketing objectives, whether they are marketing departments, public relations, advertising, personal selling, electronic marketing, or other communication and marketing activities and their evaluation, the study relied on the survey method using interview management.

The questionnaire was applied to a sample of 36 communicators in five Egyptian universities (Cairo University, Menoufia University, October 6 University, King Salman University, American University) The study concluded: - The results of the field study on contact persons in Egyptian universities with regard to the adequacy of the marketing means used by the university to market its services indicated that they are limited and insufficient by 66.7% of the study sample, then very sufficient by 22.2% and finally not sufficient at all by 11.1% of the sample The study, and most of the sample members are of the opinion that the means used by their various universities are not sufficient, and there must be more of these means to work on improving the image of the university in an optimal way.

The results also indicated the importance of e-marketing as one of the most important means and marketing methods for the university’s interest in putting it in its marketing plan.

It came with a relative weight of 100 and an average of 5,000, which is the largest ever in terms of other means, followed by "online advertising." With a relative weight of 93.3, then "e-mail" and very importantly.