تصور مقترح للتسويق الإلكتروني للخدمات التعليمية بجامعة نجران كمدخل لتطوير القدرة التنافسية في ضوء الخبرات الدولية

Abstract

The study aimed to present a proposed vision for e-marketing of educational services at Najran University as an entry point for developing competitiveness in light of international experiences; using the descriptive analytical approach. The study community consisted of the latest documents available on the official websites of the government and universities. The study consisted of: an introduction; including the problem, questions, objectives, importance, and conceptual definitions/terms, then the theoretical framework and previous studies. The study presented a proposal for e-marketing of university services, which included: the starting points of the vision and its justifications, the objectives of e-marketing of university services, its requirements, fields, stages and methods of implementation and evaluation, its promotion activities, how to achieve a competitive advantage among universities, and the requirements for the success of the vision and its obstacles, in addition to recommendations; to activate e-marketing of educational services, the most important of which are: conducting exploratory research; to identify the nature of the target market, identifying the requirements and needs of e-marketing, and developing an innovative and competitive strategy for e-marketing, with the necessity of continuous monitoring and evaluation of e-marketing activities for university services.