| المستخلص: |
With the decline in the government budget allocated to Egyptian higher education and facing what is called “Increased social demand" for higher education, the Egyptian government approved the establishment of private universities in 1992. And with the increasing number of private universities in Egypt and strong competition among them to attract the largest number of Egyptians and foreign students, the importance of using various marketing communication activities and integrating them at the same time has increased, in order to create awareness, form a positive image, develop positive expectations among prospective students about 'the services provided, attract potential students along with maintaining current students and build positive relationships with them. This study aims at assessing the level of effectiveness of the universities’ websites in achieving their marketing communication objectives and developing good relationship with students. In addition, the study will assess the quality of integration within the content of the university’s marketing communication activities. The paper argues that the inability of the sites to highlight the competitive advantages of the universities, providing students with sufficient information to take the enrollment decision, loading up-to-date information on the sites, achieving consistency within the content of the university’s marketing communication activities’, designing the sites in attractive way and facilitating the use of the sites to find needed information . Also the content analysis of the brochures and websites shows that the general quality of integration within their content needs improvements as the analysis shows medium level of creative, promotional mix and corporate integration.
|
