The current study aims to determine the impact that the diversification of banking services has in its dimensions (traditional services, investment services, social services, and technical services) on the strategic marketing orientation of a sample of managers in the Union Bank of Iraq. The study attempts to answer the questions that express the problem of the study, including: Does the management of the Union Bank realize… The impact of the diversification of banking services on the strategic marketing direction. The study relied on a descriptive-analytical approach. The questionnaire was used as a measure of its variables. The relationship between them was tested by selecting a purposive sample. (93) questionnaires were distributed and were suitable for analysis, of which (84) were from administrators (department managers, officials). Divisions and units) in the bank, ready-made programs were used (AOMS.V.25, Smart Pls V.4, 25. SPSS v). The results showed that the bank has diversified banking services, that the bank’s management supports the strategic direction, and that the diversification of banking services impacts the direction. The most prominent recommendations were to provide more services that meet the banking needs of customers, update the marketing strategy to suit the external environment, provide training courses to eradicate financial illiteracy and clarify the banking services provided to customers that are heading within the path of the strategic marketing direction.