Internal marketing in the Palestinian universities and its relationship to achieving their competitive feature

Abstract

Purpose of the study: The study aimed at identifying the level of internal marketing in the Palestinian universities and its relationship to achieving their competitive feature. Methodology: In order to achieve the objectives of the study, the researcher used the descriptive and analytical approach based on two questionnaires. The first was designed to measure the level of internal marketing in the Palestinian university, and the second to measure level of achievement of the competitive feature. Sample of the study: It consisted of all the deans and vice deans and heads of departments at the Islamic University and the University of Al-Aqsa in Gaza Strip, who were (145) people, yet the study sample was only (136) individuals, a rate of (93.8%). Conclusions Internal marketing level in the Palestinian universities in the provinces of Gaza was highly achieved and reached a rate of (70.64%). Level of achieving a competitive feature in the Palestinian universities in the provinces of Gaza was shown in a clear way and reached a rate of (76.32%). There is a medium positive correlation with a statistical significance between the degree of internal marketing in the Palestinian universities and the level of achievement of competitive feature. Based on the results of the study, the researcher concluded with a set of recommendations including: Raise interest in the application of internal marketing at the university because of its great importance in increasing employees satisfaction. Include targets at the university's strategy to make a specified financial budget to finance the marketing research. Raise interest in developing labs, local information networks, and internal processes between both of them and enable member of teams to exchange experiences and knowledge with each other.