تطوير إدارة التسويق بمؤسسات التعليم الجامعي في مصر على ضوء الابتكار التسويقي

Abstract

The world in the twenty-first century is witnessing the presence of many developments and changes in various areas of life, which require different institutions to quickly deal with them and face many challenges, Therefore, it is important to develop the marketing management in university education institutions to highlight their many and varied activities, through using a modern administrative approach, which works to highlight the competitive advantages in the university institution, and invest the opportunities available in its external environment to meet the various challenges, and this The approach is (Marketing Innovation). The study aimed to the following: 1- Define the conceptual framework of marketing innovation in university education institutions. 2- Study the foundations that may contribute to achieve marketing innovation in university education institutions. 3- Identify the marketing management fields in university education institutions. 4- Determine the requirements for developing marketing management in university education institutions at Egypt, in the light of marketing innovation. 5- Present proposed flowchart for developing marketing management in university education institutions at Egypt, in the light of marketing innovation.