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Abstract

The study aims to investigate the usage of Balanced Scorecard as a tool to evaluate the performance of the University of Jordan/Aqaba branch from the perspective of academic members. In order to achieve the objectives of the study and test hypotheses, the study relied on primary and secondary data, where the questionnaire was designed to reconnaissance the opinion of the sample of (65) members, the study was based on the analytical descriptive method and analysis of study variables and test hypotheses. One of the most important results of the study, the University is working to keep pace with scientific development through the development of academic programs and to ensure that the development of new programs according to scientific requirements, which has enabled the possibility of application of the performance of Balanced Scorecard, as noted, the cost of time courses at the university, which is obvious in the level of academic and administrative services submitted to the students that greatly increase the tuition fees for students in colleges, the university strives heavily on the development of their role and to highlight the reputation and efficiency among all Arab and international universities, and is working to develop a relationship with alumni and follow up on their situation, but it faces some difficulties due to the economic conditions Journal of Social Sciences (COES&RJ-JSS), 10(2), pp.232-247 233 that prevent without the possibility of absorption of graduates into the labor market. The most important recommendations of the study is that University has to work to intensify efforts to further develop and to elevate the Balanced Scorecard to the rank of international universities besides the university administration serving to check the tuition fees for students and work on the budget with the services provided to them taking into consideration the social situations, as well as to increase the voltage in the follow-up conditions of graduates and to work up creating jobs for them.