Digital Marketing Transformation and Its Role in Enhancing Strategic ENTREPRENEURSHIP: An Analytical Study of the Opinions of a Sample of Administrative Leaders at Private Universities in Dhi Qar Governorate

Abstract

This research aims to determine the impact of digital marketing transformation on enhancing strategic entrepreneurship. The research was conducted in a number of private universities in Dhi Qar Governorate, namely Al-Ain University, Al-Wataniya University, Mazaya College, and Imam Jaafar Al-Sadiq Private University. The research problem was represented by a fundamental question: What is the role of digital marketing transformation in enhancing strategic leadership? This question was translated into a hypothetical model that includes two variables: The independent variable is digital marketing transformation with its four dimensions: (transformational leadership, organizational and marketing principles, marketing culture, and work environment). The other dependent variable is strategic leadership with its four dimensions: entrepreneurial mindset, entrepreneurial leadership, entrepreneurial culture, and strategic resource management. To achieve its objectives, the research used the descriptive-analytical approach to obtaining information, relying on data sources, observation, and personal interviews. Then, a field survey method was used by distributing a questionnaire to a sample of (220) administrative leaders, including (the university president, the dean, the head of the department, and department directors) in several private universities in Dhi Qar Governorate, from a study population of (170) individuals. The number of questionnaires valid for statistical analysis was (155). The researcher conducted the analysis process using the statistical analysis program (SPSS v.25). The study reached a set of statistical results, the most prominent of which was the existence of a correlation and a positive moral impact between digital marketing transformation and strategic leadership, as digital marketing transformation is one of the best administrative rescue strategies in the age of technology and digital transformation, which works to uncover and address functional imbalances to achieve strategic entrepreneurship.