Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Impact of Strategic Planning Practices on Academic Marketing in Iraqi Higher Education

Author(s): Araden Hatim Khudair, Khalidiya Mostafa Atta Abd, Ahmed Mohammed Fahmi

Management of university education is increasingly becoming one of the most critical elements of human practice in many countries around the world, due to its direct socioeconomic and political impact on society’s quality. Consequently, investment in a good higher education plan is significant for the evolution of future societies and generations and requires extraordinary effort from management in strategic planning as well as execution phases of education. In this regard, the conceptual idea of strategic planning plays a key role in the development of the Iraqi educational process, and many researchers have explored it as a critical tool that prepares institutions of higher education to respond to future scenarios and educational needs. The purpose of this study is to determine the impact of strategic planning practices on academic marketing in Iraqi private universities. The study sample was randomly selected and consisted of 139 professors who belong to private universities in Iraq. A questionnaire was used as an instrument survey and structured of 30 items, which was validated by experts, who provided positive results. The data were analyzed using simple and multiple regression and SEM analysis techniques. The results indicated that there is a positive impact of strategic planning practices on academic marketing in Iraqi private universities, which needs to take into consideration strategic planning practices. 

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