The effectiveness of marketing strategies in developing the performance of engineering construction projects in the Ministry of Higher Education and Scientific Research

Abstract

The current research seeks to identify the effectiveness of marketing strategies in developing the performance of engineering construction projects in the Ministry of Higher Education and Scientific Research. The study relied on the questionnaire as a tool for collecting data and information and verifying its validity and stability. After applying it to the research sample, the study reached the following results :
1 . The organization's tendency to support its marketing strategies appears through its orientation towards the market. It supports this orientation through its rapid adaptation to the competitive procedures determined by its senior management. However, it still suffers from limited evaluation of its customers' satisfaction with the services provided, which made it reluctant to discuss points. The strength and weakness of its competitors, as well as its formulation of strategies through which it raises the value of the customer, still does not meet the ambition.
2 . The organization adopts an orientation towards creativity, through which it supports its marketing strategies through its practice of all new creative procedures and systems, in a way that distinguishes it from its competitors. However, its ability to introduce creative changes in its business methods is still below ambition .
3 . The organization has internal capabilities, stemming from the efficient and effective human resource in its job performance and experienced operations, but it has not continuously upgraded the capabilities of the Marketing Department, which limited its contribution to the organization's marketing strategies as a whole .
4 . The organization has shown that it possesses external capabilities that contribute to improving the level of its marketing strategies, through its awareness of the needs and desires of its customers accurately and keenness to meet them, especially when it depends on the sustainability of its relationship with its main customers and is interested in maintaining them and earning their loyalty regularly .
5 . The organization tends to focus on performing tasks, when it aims to improve the level of its relationship with the customer through its continuous cooperation, and adapts its services according to their needs and personal characteristics, and makes strenuous efforts to discover the continuous change in their tastes through discussion with them about its services.
6 . The organization adopts a remarkable contextual performance that contributes to strengthening its relationship with the customer, especially when it urges its employees to make more efforts to obtain new customers and deepen relations with them, and trains them to do so, in light of the limited time and necessary resources, and provides expertise and marketing resources that push the organization towards Work success .
7 . The organization's reliance on job satisfaction is evident in order to improve its relations with them, especially through helping its employees to achieve the maximum sense of job satisfaction