Diagnosis of the Dimensions of the Golden Marketing Square (An Exploratory Study of the opinions of a sample of private university students in the city of Mosul)

Abstract

The current research aims to diagnose the dimensions of the golden marketing square in both (Al-Nour Private University and Al-Hadbaa University College), and to achieve what it aimed to, the research adopted the (descriptive-analytical) approach in presenting the intellectual frameworks, processing the data, analyzing it, and then interpreting it, after a community was identified. Searching in a number of colleges affiliated with Al-Nour and Al-Hadbaa Private Universities, and selecting a random sample, the size of which was (2573) students, and the research used a set of statistical tools and methods to analyze the answers of the individuals surveyed, which included (arithmetic mean, standard deviation, response percentage), through Using the statistical package (SPSS V.26), the research reached a set of conclusions, the most important of which is the availability of the dimensions of the golden marketing square represented by (mental image, positioning, satisfaction, and loyalty) in the universities investigated, from the point of view of the students enrolled in them, and in a way that reflects the management’s awareness of The universities studied highlighted the importance of these dimensions and that the universities’ promotional efforts are effective and reach the target audience well, The university administration uses effective marketing strategies to display its advantages and services, which contributes to them making informed decisions regarding enrollment, The study concludes with a set of recommendations, the most important of which is the need to strive to develop strong relationships with local and international media to spread positive news about universities, Hosting press conferences and media events to showcase the academic and research successes of universities. In addition to publishing periodic reports on new research and the innovations achieved in it, By forming a multidisciplinary work team that includes members of senior management, faculty members, and student representatives, The role of this team is to study and evaluate the current needs of students and determine future steps.