دراسة تحليلية دور التسويق الإلكتروني في الارتقاء بالقدرة التنافسية للجامعات الأهلية بالتطبيق على جامعة الأمير سلطان في مدينة الرياض
The study aimed at recognizing the reality of university leaders' perceptions at Prince Sultan Private University of the importance of applying electronic marketing in the university and revealing internal and external environmental barriers that influence electronic marketing of the university services, as well as measuring the correlation between internal and external environmental barriers, and marketing of university services electronically in the university. The population of the study is represented by university leaders at Prince Sultan Private University composed of (522) individuals of faculty members (391) individuals of academic administrators who held administrative positions. The tool of the study (questionnaire) was distributed electronically, and the respondents were (202) individuals. The study adopted the analytical descriptive approach. The main results of the research were that the reality of university leaders' perception at Prince Sultan Private University of the importance of applying electronic marketing in the university was very high, as the general mean was (4.26) with (strongly agree) response and standard deviation = (0.50), and the internal environmental barriers that affect electronic marketing of university services were also high, as the general mean was (3.66) with (agree) response and standard deviation = (0.68), and the external environmental barriers that affect electronic marketing of university services were also high, as the general mean was (3.63) with (agree) response and standard deviation = (0.70), in addition to the existence of a statistically significant negative correlation between each of (the internal and the external environmental barriers) and electronic marketing of university services. The study recommended providing a strong (material-human) infrastructure for the communication system inside the university and increasing support and encouragement from higher management in order to apply electronic marketing. (Published abstract)