إستخدام نموذج مكارثي 4mat في تنمية مهارات التسويق الإلكتروني لدى طلاب التعليم الفني التجاري
The research aimed at developing some e-marketing skills among third year commercial secondary school students, marketing and capital market division, by using the McCarthy 4MAT model, and measures its effectiveness on developing some e-marketing skills among commercial technical education students. To achieve this objective, mixed method approach of descriptive developmental and quasi-experimental methodologies was applied. To measure the impact of the independent variable on the dependent variables in this research, the content of applied domains of marketing research was analyzed specifically (advertising research, and marketing costs research) in the marketing course for the third year of business secondary school and a descriptive assessment guide card for the skill of electronic advertising. Based on the content analysis results, researchers designed the Suggested visualization for teaching e-marketing topics according to the McCarthy model, an achievement test for e-marketing knowledge and a performance test for E- marketing skills a guide for descriptive assessment of E-advertising skill (Advertising campaign). These instrumentations were applied on sample of the third year business secondary school learners. This sample was randomly and equally distributed into two groups (15) as experimental group and (15) as control group. The experimental group exposed to the treatment variable (McCarthy model) whereas, the control group did not. The main finding of this experiment revealed significance means difference in the achievement test. These differences were in favour of the experimental group. As per this finding asset of educational and policy recommendations were highlighted and proposed. (Published abstract)