Role of Knowledge Management Process in the Marketing Services of Education an Analytical Study of the Beliefs of Members of College Councils in Private Universities of the City of Erbil

Karwan Talaat Rashid¹ and Mahabat Noori Abdullah^2
1,2Department of Administration, College of Administration and Economics
Salahaddin University-Erbil, Kurdistan Region of Iraq
Email: [email protected] [email protected]
DOI: 10.23918/ICABEP2022p22

Abstract
This study is exploratory research to intend to figure out the role of knowledge management in the marketing services of education (MSE) from the private universities in Erbil. All concepts associated with knowledge management and marketing management play an important role in today’s world. Knowledge management (KW) is the process to capture and improving, distributing and utilizing effectively. Through the designed questionnaire 110 survey questionnaires are distributed, and 92 proper responses were collected for study analysis to represent the new conceptual model and further reframed as the outcome of the factor analysis. The other statistical tests frequency, percentages, regression, confirmatory factor analysis, structure equation model (SEM), composite reliability (CR); average variance extracted (AVE), discriminant validity of the square root of the average variance extracted (AVE) used to indicate the adequacy of the confirmed the significant level of extract variables based on the study population responses. The finding of the study demonstrates that knowledge management has a positive and significant role in the marketing services of education, were the proposed study hypothesis is highly accepted. The findings of the data analysis identify the study coefficient shows that by using knowledge management the marketing services of education effectively increase and enhance the marketing planning, marketing operation, execution of marketing activity, and marketing monitoring.

Keywords: Knowledge management, marketing services of education, Private Universities

ICABEP2022
4th International Conference on Accounting, Business, Economics and Politics

Organized by
Tishk International University, College of Administration and Economics, Salahaddin University-Erbil, and
University of Szczecin, Poland.