COGNITIVE MARKETING STRATEGIES: THEIR VITAL ROLE IN COUNTERING THE COMMODIFICATION OF HIGHER EDUCATION AND PRESERVING ITS ACADEMIC VALUE

This study aims to explore the role of Cognitive marketing strategies in mitigating the phenomenon of the commodification of higher education and preserving its academic value, with a particular focus on a sample from Al-Mustaqbal University College in Babil Governorate, Iraq. The research adopted a quantitative methodology by distributing a questionnaire to 135 staff members at the college, with 127 valid responses analyzed using descriptive statistics and multiple regression analysis. The results revealed a statistically significant negative impact of Cognitive marketing strategies (data source diversification, encouraging open dialogue, periodic review of strategies, and A/B testing) on the dimensions of the commodification of higher education (economic, administrative, academic, and social). The "periodic review of strategies" showed the highest impact (β = -0.35), followed by "data source diversification" (β = -0.28). The social dimension showed the strongest negative correlation (-0.45), confirming the potential of these strategies in reducing class gaps and enhancing academic quality. The study offers practical recommendations for educational institutions to adopt flexible Cognitive marketing strategies to balance market demands with academic values.