The purpose of the study was to assess the role of market orientation (MO), mediated by job satisfaction (JS) and its effect on market performance (MP) in Ghana's private universities. A sample of 205 senior staff of 15 private universities was selected to participate in the study, using a convenience sampling method. Partial Least Squares (PLS) of Structural Equation Modelling (SEM) was used to test the relationships in the study. The results found a significant positive relationship between MO and MP on one hand; Job satisfaction (JS) and MP on the other. Finally, the study found that JS mediates the relationship between MO and MP. The study provides a useful guide to marketing strategy especially the implementation of MO to enhance performance in Ghana's private universities. The study has practical application to private universities seeking to compete favourably in a competitive environment.