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• W66472518 abstract "[Abstract] The study aimed to identify the effect of marketing communication tools on non-Jordanian students' choice of Jordanian public universities, and to identify the relative importance of the effect of marketing communication tools. The sample of the study consisted of (n=286) non-Jordanian students studying in Jordanian public universities. A questionnaire was developed, which, from the viewpoint of the researcher, was viewed adequate for the purposes of this study. The questionnaire contained (13) words. The Statistical Program for Social Sciences (SPSS) was used to answer the questions of the study. The results of the study noted that Web sites play an important role in the promoting of educational services in the Jordanian where it had the greatest impact on the decision of the selection of students coming to study in Jordanian universities. It is clear that a student can use the internet in hisher search for a university where heshe can learn programs offered by universities and, also, offers the exemptions, and scholarships offered by universities as a means of saving time and effort. So, universities must realize the importance of websites and invest heavily in their websites and work constantly to enrich them with information and keep them updated and maintained to help the student make the appropriate decision. [Keywords] statistical program; SPSS; marketing communication tools, Jordanian public university Background The provision of educational services to students across national borders has been a major growth industry over the last few years. Education is a ticket to work, a step on the path to graduate study, an alternative to a tight labor market, and an opportunity for self-development (Lovelock, 1983). Intangibility makes it difficult for potential clients to assess the quality of a service, except by looking at the tangible elements associated with it, whether it is the tidiness and emptiness of dustbins in refuse collection or the examination results and student behavior in universities (Lovelock, 1988). Education is globally considered as the largest, most significant, and diversified sector. In line with international developments, Jordan has recently witnessed perceivable developments in education both in quantity and quality; keen efforts have also been exerted to energize the sector with financial recourses and quality personnel for the purpose of achieving quality outcomes of the higher education. The development of education taking place in Jordan can be represented by the increased numbers of both public and private universities and greater enrollments of Jordanian and non-Jordanian students. Socially, the development of education in Jordan strengthened family ties by reducing numbers of Jordan students studying abroad, thereby saving foreign currencies for the country. Faced with technology, physical and human challenges, the Jordanian education sector proved competent in successfully responding to developments taking place locally and globally. Increasingly, there have been, for example, new study programs, which are specifically designed to match the changing needs of both domestic and international markets, and to empower higher education institutions to provide the domestic and international markets with a quality workforce. Significance of the Study The significance of the current study is represented by its attempt to identify the effect of marketing communication tools on non-Jordanian students' university choice of Jordan public universities. It is, therefore, a descriptive rather than an evaluative study of marketing aspects as practiced by Jordanian public universities. The knowledge of such factors will be helpful in identifying the most effective strategies and policies intending to attract greater numbers of non- Jordanian students to study in the Jordanian public universities. The importance of this investigation can also be recognized by considering the importance of education sector itself, which is a major contributor to Jordanian economic growth and Jordanian people's welfare. …" @default.
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• W66472518 title "The Effect of Marketing Communication Tools on Non-Jordanian Students' Choice of Jordanian Public Universities: A Field Study" @default.
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