Communication is considered one of the basics for the continuation of any activity within the educational institution, the objectives of this activity cannot be achieved without it. Hence, it was necessary to train workers in this institution to master various communication skills to improve their job performance through certain standards. The study problem lies in the insufficiency of methods to enhance the communication skills possessed by university professors at the University of Technology and Applied Sciences in Salalah - Sultanate of Oman to improve and develop their job performance, given that the university is an educational institution works hard to produce and develop knowledge. The study aimed to evaluate the important communication skills that must be available in professors at the University and adopting performance standards to evaluate their performance and find sufficient ways to enhance their communication skills to improve their job performance in the university. The study used the descriptive analytical approach, and the questionnaire was used as a tool for the study to achieve the objectives of study through the problem posed by the study. The questionnaire was distributed to study sample, and their responses was analyzed. The results are the existence of individual differences between the communication skills possessed by professors, and that the skills of thinking and persuasion are among the most approved skills they have compared to the skills of speaking and writing, and that these skills can to be applied to improve the job and behavioral performance of professors at the university.
Al-Ahmari, A. bin M. (2018). Evaluating the performance of university professors in Saudi universities in light of some international university experiences. Journal of the Faculty of Education, Alexandria University, 27(4, Part 2).
Al-Khatria, F. bin S. (2019). The role of electronic meetings in developing administrative communication skills between the school administration and the general directorates of education in the Sultanate of Oman [Unpublished master’s thesis]. College of Science and Arts, University of Nizwa, Jordan.
Ahmed, H. A., NorZafir, M. S., Shaymah Ahmed, A.-Z., & Ahmad, K. (2022). Consumer Behaviour to Be Considered in Advertising: A Systematic Analysis and Future Agenda. Behavioral Sciences, 12(12), 472-493.
Ahmed, H. A., NorZafir, M. S., Rami Hashem E, A., Ahmad, K., Lennora, P., & Lily, S. M. A. (2023). Exploring Factors Influencing Neuromarketing Implementation in Malaysian Universities: Barriers and Enablers. Sustainability, 15(5), 4603-4632.
Al-Tayeb, A. N. A. (2016). Effective communication skills. Amwaj Publishing and Distribution.
Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021a). The neural correlates of emotion in decision-making. International journal of academic research in business and social sciences, 11(7), 64-77.
Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021b). To better understand the role of emotional processes in decision-making. International Journal of Academic Research in Economics and Management Sciences, 10(2), 49-67.
Al-Aqil, S. (2011). The use of media and communication technologies in open and distance education (the case of the Algerian University of Continuing Education for middle school teachers during the period 2005-2010) [Doctoral dissertation, University of Algiers]. Faculty of Political Sciences and Media, Department of Media and Communication Sciences.
Alsharif, A. H., & Khraiwish, A. (2024). Tools in Marketing Research: Exploring Emotional Responses to Stimuli. Scientific Annals of Economics and Business, 71(2), 1-16.
Alsharif, A. H., Salleh, N. Z. M., Baharun, R., & Effandi, Y. M. (2021c). Consumer behaviour through neuromarketing approach. Journal of Contemporary Issues in Business and Government, 27(3), 344-354.
Hamaimi, A. R., & Tabali, M. A. (2013). The teacher’s communication skills and their impact on academic achievement in mathematics for third-year students, average, field study with averages in Ouargla state. Al-Hikma Journal for Educational and Psychological Studies, 1(1).
Halsharif, A. (2023). The Enhancing Islamic Advertising Effectiveness Through Emotional Processes and Consumer-Centric Elements. 2023 International Conference on Sustainable Islamic Business and Finance (SIBF), Bahrain. 5-11.
Halsharif, A., Salleh, N. Z. M., & Baharun, R. (2021a). Neuromarketing: Marketing research in the new millennium. Neuroscience Research Notes, 4(3), 27-35.
Sheniti, A., & Abdullah, Y. (2016). Organizational communication and its impact on the employee’s job performance: A field study at the Jinn Jinn Port Corporation - Al-Tahir [Master’s thesis, Muhammad Al-Siddiq Bin Yahya Jijel University]. Department of Sociology, College of Humanities and Social Sciences.
Saleh, B. (2017). The extent to which university professors adapt to the objectives of the LMD system through the teaching and evaluation processes [Doctoral dissertation, Larbi Ben M’hidi University]. Department of Social Sciences, Faculty of Social and Human Sciences, Oum El Bouaghi.
Saghayri, S., & Bouafia, H. (2020). Communication skills and their role in improving the job performance of university professors: A field study at the Faculty of Economic, Commercial and Management Sciences, Guelma [Master’s thesis, University of May 8, 1945]. Department of Management Sciences, Faculty of Economic, Commercial and Management Sciences.
Talebi, S. (2023). Administrative communication skills in educational institutions [Master’s thesis, University of Martyr Sheikh Larbi Tebessi]. Department of Media and Communication Sciences, Faculty of Humanities and Social Sciences.
Pilelien?, L., Alsharif, A. H., & Alharbi, I. B. (2022). Scientometric analysis of scientific literature on neuromarketing tools in advertising. Baltic Journal of Economic Studies, 8(5), 1-12.
Fila, F. A., & Abdel Majeed, A. S. M. (2005). Organizational behavior in the management of educational institutions. Dar Al-Maysara for Publishing and Distribution.
Makkawi, H. I., & Al-Sayed, L. H. (2017). Communication and its contemporary theories. Egyptian Lebanese House.