Impacts of Trends of Changing Business Environment on Designing Marketing Strategies in Higher Education in Lebanon

Abstract

This paper presents an analysis of the impact of some trends of changing business environment on designing marketing strategies in the field of higher education in Lebanon in the Middle East. The purpose of the paper is to study how some leading business trends today are influencing marketers that care to promote higher education institutes in Lebanon while designing marketing strategies especially that this domain is witnessing a significant competition. In brief, in order to have effective marketing strategies, businesses have to understand the influences of these trends in such a changing environment that will continue to change. Successful marketing strategies will be those that are able to benefit from the advantages of these trends and avoid their negative consequences. Our research is mostly based on collecting secondary data from published articles in different international business journals, magazines, and recent books on marketing, in addition to interviewing some marketing managers in higher education institute and building up a survey in order to realize how they do prioritize their strategic responses to the trends and what are the most effective strategies and management decisions for responding to the trends.

Keywords: Changing Business Environment, trends, effective marketing strategy, higher education, management decisions