تأثير استخدام بطاقة الأداء المتوازن في التخطيط الاستراتيجي على التسويق المستدام: دراسة ميدانية بجامعة كفر الشيخ

Abstract EN

This study aimed to identify the possibility of applying the balanced scorecard in the planning processes at Kafr el-Sheikh university from the point of view of the academic leaders of the university by monitoring the impact of using the balanced scorecard in strategic planning on sustainable marketing through the application of various processes.

the financial dimension of the balanced scorecard in strategic planning- the use of the clients dimension of the balanced scorecard in strategic planning- the use of the internal operations dimension of the balanced scorecard in strategic planning- the use of the learning and growth dimension of the balanced scorecard in strategic planning) and its impact on sustainable marketing at Kafr el-Sheikh university this study has identified the most important obstacles facing the application of the balanced scorecard in planning at Kafr el-Sheikh university, and a set of questions and hypotheses have been developed that dealt with the problem of the study in its various dimensions.

one of the recommendations that promote the uses of the balanced scorecard in strategic planning with its various elements in activating sustainable marketing at the university.