درجة إمتلاك العاملين في العلاقات العامة والإعلام في جامعات إقليم الشمال لمهارات التسويق للجامعة
The study aimed to identify the degree to which workers in the public relations and media in the universities of the northern region possess the skills to market the university from the point of view of its employees, and the impact of the variables (gender, academic qualification, job title and experience) in that. The study followed the descriptive analytical approach, where a questionnaire was developed and distributed to (705) administrators and a faculty member. To achieve the objectives of the study, a tool was developed that consisted of (42) items divided into four domains: (media skills, networking in the community, technical skills and training programs, communication skills), The results of the study showed that degree to which workers in the media and public relations in the universities of the northern region possessed the marketing skills a medium degree. The results also showed that there were no statistically significant differences at the level of significance (α ≥ 0.05) due to all study variables (gender, job title, educational qualification, years of experience). In light of the results, the researcher came up with a set of recommendations, the most important of which are: the need for the university administration to pay attention to preparing written marketing plans and budgets for media marketing for public relations employees, including brochures, pamphlets andmagazines, interest in approving organizational structures for public relations and media in line with contemporary administrative trends, and providing an independent organization and qualified administrative and technical cadres for public relations, media and marketing in universities. (Author’s abstract)