ملخص الدراسة:

Even though brand is a well-known concept in the business sector, the application of branding in the field of higher education is relatively new. Therefore, this research aims to investigate the important touchpoints in building a higher education brand, by examining the various touchpoints of the MBA students’ journey in the IUG. Building a strong brand can enhance a university position and to be more appealing to its current and prospective students. The research followed the descriptive analytical approach. Data were collected through a questionnaire and surveyed a sample of (150) MBA students. Data were collected and then analyzed using SPSS program. Results from this study shed light on the main factors affecting students’ decision in the “pre admission stage”; in general the overall items of this stage were of a high influence with mean equals 7.12 (71.22%), the “university’s reputation” sub field was the highest influence with mean equals 7.92 (79.18%). Level of satisfaction of the overall items of “during the course stage” was neutral with mean equals 6.16 (61.61%), the “learning resources” sub field was the highest with mean equals 6.94 (69.38%). Moreover, the rating about the “post passing stage” also was neutral with mean equals 6.02(60.23%), the “career growth” sub field was the highest with mean equals 6.46 (64.64%). Finally, overall items of the “influencing touchpoints” for the brand building perceived high by respondents with mean equals 7.38 (73.81%). The study recommended to assign a brand marketing executive manager for the university, create a sense of community between the students and employees inside and outside the university, to support the extracurricular activities, seminars, workshops and conferences, need to be enhanced, famous professional experts, are necessary, the teaching methods and curriculum need improvements, remarkable attention is needed to scientific research, to give the opportunity to students along with the alumni to participate and organize events and participate in the admission and academic process, the need to follow up social media, and the need for a university tour guide.

توثيق المرجعي (APA)

Al Shorafa, Hala Naem (2017). Brand Building of Higher Education Institutions Case study: Islamic University of Gaza – MBA students’ perspective. الجامعة الإسلامية - غزة. 17825