التوجه التسويقي لدى مؤسسات التعليم العالي في الأردن : دراسة تحليلية ميدانية

Abstract EN

This research tackled the subject of marketing orientation of the higher education institutes in the public (government) and private universities in Jordan, and comparing between them regarding the extent to which they apply this concept.

This concept was measured using a survey, containing eight variables which cover all Marketing Orientation concept aspects.

The sample was chosen from the study's population which contains administrators in higher administrative positions in these institutes.

The sample reached 75 individuals, and the response rate reached 75%, and it contained two groups: 32 individuals from the public universities and 43 individuals from the private universities.

The research results indicate that the public and the private universities apply the new promotional marketing concept but by relative degrees.

There was also variation in the extent to which these universities of apply the Marketing Orientation components, where the highly applied were the promotional, operational and distributional policies, and the least applied were the internal marketing policies and the marketing information.

On the other hand, there was no relation between the Marketing Orientation application level and the organizing characteristics for the higher education institutes (founding dates for these institutes, programs' diversity, academic degrees, and teachers', students', colleges' and specializations' arrangements).

The study suggested a series of recommendations to the decision makers in the universities, most of which concentrate on introducing the higher education institutes' workers with the Marketing Orientation concept, with its positive contents, and with their direct role in applying it through holding sessions and specialized practical programs.

In addition to acquaint them with the possibility of benefiting from the scientific potentials and the available financial potentials from executing marketing research and publishing them inside the institute, being related to the students' and society's needs.

Moreover, it concentrates on the importance of linking between the education outcomes and development, and modifying the university's courses to meet the community's and students' needs in all specializations.