The impact of Electronic Marketing on Enhancing competitive Advantage (Field study at University of Science and Technology-Main Campus,Aden)

Abstract

The study aimed to identify the impact of electronic marketing with its dimensions (electronic product, electronic pricing, electronic promotion, electronic distribution) on enhancing competitive advantage with its dimensions (lower cost, quality, flexibility). The study population consisted of employees and academics at the University of Science and Technology – Main Center, Aden. For the purpose of this study, a purposive sample of (65) employees from departments and divisions related to the research problem was selected. The collected data were analyzed and interpreted using the statistical analysis program SPSS.

The study reached a number of findings, the most prominent of which is that the level of availability of electronic marketing and the level of achieving competitive advantage at the University of Science and Technology – Main Center, Aden, are both high. It was also found that there is a strong relationship between electronic marketing and enhancing competitive advantage. In addition, the dimensions of electronic marketing (electronic product, electronic pricing, electronic promotion, electronic distribution) had a significant effect on enhancing competitive advantage, with electronic distribution having the strongest impact in enhancing competitive advantage.

The study recommended several important points: the necessity of paying attention to providing an integrated electronic marketing mix that includes all the required information about the programs and services offered by the university, in order to market them at the appropriate time. This contributes to enhancing the competitive advantage of the University of Science and Technology – Main Center, Aden, particularly with respect to competing with other universities and academic institutions.