Enhancing Benha University Academic Reputation between the Inevitability of International Marketing of Educational Services and the Necessity of Developing the Digital Competencies of the Teaching Staff Members (A Field Study)

The present  research aims to enhance Benha University academic reputation by focusing on the international marketing of educational services  and developing the digital competencies of the teaching staff members at the university . This  required identifying the intellectual basis of the academic reputation of university institutions, clarifying the conceptual and intellectual framework for international marketing of educational services , revealing the digital competencies necessary for teaching staff members to enhance the university reputation, monitoring the reality of international marketing of educational services at Benha University, and analyzing the reality of developing digital competencies among teaching staff members at the university through a field study. Then, the suggested  proposal was set to enhance Benha University academic reputation in order to achieve this main goal and those sub-goals. The research relied on the descriptive method and the case study method as one of the mechanisms of the descriptive method. The  questionnaire was applied to a sample of (343) teaching staff  members at the university in its faculties. The research then reached a set of results that indicated the weakness of the reality of international marketing of educational services at the university, as well as the weakness of the reality of developing the digital competencies of teaching staff  members. In light of these results, the suggested proposal was put forward, and procedural mechanisms were proposed to enhance Benha University academic reputation by activating the international marketing of educational services, as well as paying attention to developing the digital competencies of teaching staff members.