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The Impact of Integrated Marketing Communications Tools on Achieving Competitive Advantage in Jordanian Universities

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Emerging Trends and Innovation in Business and Finance

Part of the book series: Contributions to Management Science ((MANAGEMENT SC.))

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Abstract

The study came to test the impact of the integrated marketing communications on achieving the competitive advantage of private universities in Jordan. The population of this study consists of, administrators and faculty members working in the Department of public relations and Marketing, and employees of the admission and registration department in Jordanian private universities. A random sampling was selected mounted (384). The results indicated that there is an impact of marketing communications on achieving the competitive advantage of Jordanian private universities. According to the results of the study, the researchers recommended all officials and decision makers to in order to increase interest in students, study their characteristics and understand their different motives in order to maintain their share and position among competitors in the market.

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Authors and Affiliations

  1. Jadara University, Irbid, Jordan

    Fu’ad Abdallah Al-Fakeh

  2. Zarqa University, Zarqa, Jordan

    Mustafa S. Al-Shaikh

  3. Business School, Al Al-Bayt University, Al-Mafraq, Jordan

    Sulieman Ibraheem Shelash Al-Hawary, Abdullah Matar Al-Adamat & Mohammad Hamzeh Al-Safadi

  4. Omareyah International School, Amman, Jordan

    Leen Sulieman Mohammad

  5. Faculty of Information Science and Technology, Universiti Kebangsaan, Bangi, Malaysia

    Dalbir Singh

  6. Faculty of Administrative and Financial Sciences, Petra University, Amman, Jordan

    Anber Abraheem Shlash Mohammad

Authors
  1. Fu’ad Abdallah Al-Fakeh
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  2. Mustafa S. Al-Shaikh
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  3. Sulieman Ibraheem Shelash Al-Hawary
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  4. Leen Sulieman Mohammad
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  5. Dalbir Singh
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  6. Anber Abraheem Shlash Mohammad
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  7. Abdullah Matar Al-Adamat
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  8. Mohammad Hamzeh Al-Safadi
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Corresponding author

Correspondence to Sulieman Ibraheem Shelash Al-Hawary .

Editor information

Editors and Affiliations

  1. Department of Finance and Accounting, Lebanese American University, Byblos, Lebanon

    Rim El Khoury

  2. LaRGE Research Center, EM Strasbourg Business School, Strasbourg, France

    Nohade Nasrallah

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Al-Fakeh, F.A. et al. (2023). The Impact of Integrated Marketing Communications Tools on Achieving Competitive Advantage in Jordanian Universities. In: El Khoury, R., Nasrallah, N. (eds) Emerging Trends and Innovation in Business and Finance. Contributions to Management Science. Springer, Singapore. https://doi.org/10.1007/978-981-99-6101-6_11

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  • DOI: https://doi.org/10.1007/978-981-99-6101-6_11

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