Objective:

In recent years, attracting international students has emerged as a key strategy for university development globally. This study examines how international marketing strategies for student recruitment affect universities' multidimensional performance, with a specific focus on innovation's mediating role.



Method:

This applied research employed a descriptive-survey method. The statistical population consisted of university administrators involved in international student recruitment. Data were collected using a standardized 29-item questionnaire from Al-Nimer et al. (2021) using a five-point Likert scale. A sample of 217 participants was selected through convenience sampling. Data analysis was conducted using structural equation modeling in AMOS. Instrument reliability was confirmed through Cronbach's alpha and composite reliability, while validity was established using average variance extracted and Fornell-Larcker criteria. All indicators met acceptable thresholds, confirming the model's adequate fit.



Findings:

Results revealed that international marketing strategies do not directly affect university performance significantly. However, through the mediating variable of innovation, they exert a substantial positive indirect effect on multidimensional performance. Innovation fully mediates the relationship between international marketing and university performance. The R² values were 87.1% for innovation and 82.8% for university performance, demonstrating the model's strong predictive capability.



Conclusion:

The success of international marketing strategies in universities depends critically on innovative organizational foundations. Innovation serves as the crucial link that transforms marketing efforts into sustainable multidimensional outcomes. Universities must prioritize investments in technological infrastructure, e-learning, innovative research, and creative organizational culture. This study offers a novel framework integrating international marketing, organizational innovation, and multidimensional performance in higher education, providing practical guidance for administrators in developing countries to enhance their internationalization efforts.