Abstract
Abstract : 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