The Level of Marketing Agility Implementation at the Faculty of Economics, University of Benghazi, from the Students’ Perspective

Abstract

This study aimed to identify the level of marketing agility implementation at the Faculty of Economics, University of Benghazi, and its dimensions, namely: sensing agility, responding agility, speed agility, and flexibility agility, from the students’ perspective. It also sought to examine differences in the level of marketing agility implementation according to several variables, including gender, age, academic semester, enrollment status, marital status, place of residence, academic achievement (GPA), and department. The study adopted the descriptive-analytical approach. To achieve its objectives, a questionnaire was developed as the research instrument. The study population consisted of (9,750) individuals, and a convenience sampling technique was used, resulting in a sample of (370) respondents. Data were analyzed using the Statistical Package for the Social Sciences (SPSS). The findings indicated that the level of marketing agility implementation at the Faculty of Economics, University of Benghazi, was low from the students’ perspective, with variation across its dimensions. Speed agility ranked first and achieved a moderate level, whereas flexibility, responsiveness, and sensing agility were rated at a low level. Furthermore, the results revealed no statistically significant differences in the level of marketing agility implementation across all dimensions attributable to gender, age, academic semester, enrollment status, marital status, place of residence, or academic achievement. However, statistically significant differences were found according to the department variable, with these differences favoring the General Department and the Public Administration Department, followed by the Business Administration Department and the Political Science Department. Finally, the study presented a set of recommendations that may contribute to enhancing the culture of marketing agility in the studied environment.