تسويق الخدمات كمدخل لتطوير القدرة التنافسية للجامعات في مصر في ضوء بعض الخبرات الدولية
The research problem is thus represented: 1) what is the reality of marketing services in Egyptian universities from the point of view of the study sample? 2) What are the challenges facing the marketing of services in Egyptian universities from the point of view of the study sample? 3) Are there statistically significant differences at the level (0.05) between the opinions of the sample members on the study tool that can be attributed to the variables (the nature of the college, gender, occupation)? 4) What are the suggestions for developing services marketing to improve the competitiveness of Egyptian universities? The aim of the current research was to present the most important features of marketing university services, and some international experiences in this field, and to identify the reality of marketing university services as an entry point for developing the competitive capabilities of universities in Egypt, and to reveal some of the challenges facing the marketing of university services from the point of view of the study sample and then suggest some procedural recommendations to develop the issue of marketing university services in Egypt. The research has used the analytical descriptive method. The research sample consisted of (358) among the academics, administrators and students in Egyptian universities. The field study tool: a questionnaire decided into two major axes with (42) items. The results osf this study are as following: 1) marketing of educational services is available to a moderate degree in Egyptian universities. 2) The challenges facing the marketing of educational services are widely available in Egyptian universities. Recommendations: 1) allocating an independent department for marketing services within the organizational structure of university colleges. 2) Qualification of a specialized team that is prepared professionally. 3) Giving all administrative, financial and organizational powers to manage the marketing of services. 4) Carry out evaluations of current marketing activities and plans. (Published abstract)