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الرئيسية > Impact of Marketing Strategy o...>الوصف

Impact of Marketing Strategy on Performance of Higher Education Institutions

المصدر: مجلة القادسية للعلوم الإدارية والاقتصادية
الناشر: جامعة القادسية - كلية الادارة والاقتصاد
المؤلف الرئيسي: Al-Dulaimi, Zaid Yaseen Saud (Author)
المجلد/العدد: مج21, ع1
محكمة: نعم
الدولة: العراق
التاريخ الميلادي: 2019
الصفحات: 7 - 15
ISSN: 1816-9171
رقم MD: 1234697
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: EcoLink
مواضيع:
إدارة التسويق | الخدمات التعليمية | مؤسسات التعليم العالي | العراق
كلمات المؤلف المفتاحية:
Market Orientation | Marketing Strategies | Marketing Mix | Higher Educational Institutions' Performance
رابط المحتوى:

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المستخلص: This paper seeks to re-address the challenges education and especially higher education have faced in recent years, both at national and international levels. In this paper, we focus on higher education institutions with an economic profile in Iraq and we intend to identify, from a marketing point of view, the links between a series of elements that influence their proper functioning. This research aims to determine the marketing strategies influence of higher educational institutions with an economic profile influence and the influence of differentiation strategy implementation. The main problem that this research tries to solve is the gap between the existing marketing orientation adopted by the Iraqi higher educational institutions and the needs of both national and international labor markets. As part of this approach, the effects of labor market orientation components on the differentiation strategy and performance of a higher educational institution is considered. Several hypotheses are tested, such as: the relationship between student orientation and differentiation strategy is direct and positive, the relationship between the orientation towards competition and the differentiation strategy is direct and positive, the relationship between the inter-functional coordination and the differentiation strategy is direct and positive, the relationship between differentiation strategy and performance is direct and positive. The statistical analysis of the data aims to harness the collected data and to test the previously formulated hypotheses. In this regard, SPSS (IBM SPSS Statistics version 19) and AMOS (version 20) are used. Student orientation involves building an open relationship between them and college, so that their educational experience is as positive as possible. This should not lead to the conclusion that students' wishes should guide the entire educational process, or that their vision of what higher education means must be transformed into reality. This approach can also lead to student retention, a favorable word-of-mouth advertisement, and an increase in the number of enrolled students. In this research, we have shown that market orientation has an important role and is positively associated with the differentiation strategy and we believe that the practical implications of this outcome are worth considering.
ISSN: 1816-9171

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