E-Marketing of University Services in Light of Trends in Contemporary Universities

Abstract

The study aimed to identify the reality of e-marketing of university services in the light of e-marketing trends in contemporary universities, as perceived by the administrative and academic staff at Amran University in Yemen. The study used a descriptive approach and utilised a questionnaire as a tool of study, which included 32 items distributed over four dimensions of e-marketing of the university services. The study was conducted with a sample of 113 participants from both academic and administrative staff. The findings show a moderate level of e-marketing. There are no statistically significant differences in respondents’ perceptions of e-marketing. he study highlights the necessity to consider e-marketing of the university services and suggests conducting similar research on different samples and programs at the university. KEYWORDS Artificial Intelligence, branding, chatbots, electronic conversions, marketing communications, search engines