The Role of Marketing Intelligence in Achieving Organizational Excellence Field Research at the Presidency of the Middle Technical University

Abstract

This study examines the role of marketing intelligence in enhancing organizational excellence at the Presidency of the Middle Technical University. It investigates the relationships between marketing intelligence dimensions (customer understanding, market understanding, product intelligence, and competitor intelligence) and organizational excellence dimensions (leadership, resources, strategy, and operations). A descriptive-analytical approach was adopted, and data were collected from a sample of 150 employees and analyzed using Pearson’s correlation and simple and multiple regression models. The results indicate a strong positive correlation between marketing intelligence and organizational excellence (r = 0.803, Sig. < 0.001). All dimensions showed significant effects except customer understanding in the multiple regression model. Competitor intelligence was the most influential factor, followed by product intelligence and market understanding. The multiple regression model demonstrated high explanatory power (Adjusted R² = 0.701), highlighting the importance of developing marketing intelligence systems to improve institutional performance and educational service quality