Developing Marketing Management in Private Universities in Riyadh, Saudi Arabia

Abstract

The study aimed to discover the reality of marketing management in private universities in Riyadh and ways to develop it from the point of view of academic leaders. The study relied on the descriptive survey method and applied a questionnaire to (33) academic leaders using the comprehensive enumeration method. The results showed that the degree of approval of the academic leaders on the reality of marketing management in the private universities in Riyadh is high, with an arithmetic mean of (4.02). The field of control came at the forefront of the fields of reality discovery with an arithmetic mean of (4.16), followed by the field of implementation with an arithmetic mean of (4.00), then the field of planning with an arithmetic mean of (3.95), while the field of organization came in the last rank as the lowest field of reality discovery with an arithmetic mean of (3.90). The results showed that the degree of approval of academic leaders on ways to develop marketing management in private universities in Riyadh is high, with an average of (3.74).