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Abstract                 Volume:5  Issue-12  Year-2017          Original Research Articles


Online ISSN : 2347 - 3215
Issues : 12 per year
Publisher : Excellent Publishers
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The Impact of Scenario Planning on Marketing Strategy for Private Universities
Khaldiya Mustafa Ata1*, Bushra Shakir Al-Shukri2 and Zainab Hayyawi dhair3
1College of Administration and Economics, Iraqi University, Iraq 2College of Administration and Economics, University of Kufa, Iraq 3College of Physical Planning, University of Kufa, Iraq
*Corresponding author
Abstract:

This research aims to identify the impact of the strategic scenario and its four dimensions (environmental analysis, strategic vision, core competency, teamwork) in the success of marketing strategy for private universities, this study was applied in a sample of universities in central Iraq (Middle Furat), which adopted the questionnaire as a main tool for data collection. The questionnaire was distributed to a sample of (311) respondents, A model for each of the two variables was constructed, and then tested using confirmatory factor analysis, correlation and regression coefficients.

Keywords: Scenario planning, Marketing strategy
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How to cite this article:

Khaldiya Mustafa Ata, Bushra Shakir Al-Shukri and Zainab Hayyawi dhair. 2017. The Impact of Scenario Planning on Marketing Strategy for Private Universities.Int.J.Curr.Res.Aca.Rev. 5(12): 65-76
doi: https://doi.org/10.20546/ijcrar.2017.512.009