E-Marketing of University Services in Light of Trends in Contemporary Universities

Authors

• Faez Nasser Mugahed, Department of Management and Planning, College of Applied and Human Sciences, Amran University, Amran, YemenFollow
• Mansour Saleh Al-Abdi, Department of Management and Planning, College of Applied and Human Sciences, Amran University, Amran, Yemen
• Sharf Ali Al-Makhdi, Department of Public Administration, Center for Public Administration, Sana'a University, Sana'a, Yemen

Abstract

The study aimed to identify the reality of e-marketing of university services in the light of e-marketing trends in contemporary universities, as perceived by the administrative and academic staff at Amran University in Yemen. The study used a descriptive approach and utilised a questionnaire as a tool of study, which included 32 items distributed over four dimensions of e-marketing of the university services. The study was conducted with a sample of 113 participants from both academic and administrative staff. The findings show a moderate level of e-marketing. There are no statistically significant differences in respondents' perceptions of e-marketing. he study highlights the necessity to consider e-marketing of the university services and suggests conducting similar research on different samples and programs at the university.

Recommended Citation

Mugahed, Faez Nasser; Al-Abdi, Mansour Saleh; and Al-Makhdi, Sharf Ali (2024) "E-Marketing of University Services in Light of Trends in Contemporary Universities," Scientific Journal of King Faisal University: Humanities and Management Sciences: Vol. 25: Iss. 1, Article 3.
https://doi.org/https://doi.org/10.37575/h/mng/230040
Available at: https://sjkfuh.researchcommons.org/journal/vol25/iss1/3