College of Administration and Economics

The Department of Marketing at the College of Administration and Economics – University of Mosul discussed, on Tuesday, July 1, 2025, the master’s thesis titled:
“The Role of Competitive Intelligence Dimensions in Enhancing Sustainable Marketing Performance – An Analytical Study of the Opinions of a Sample of Employees at the Northern Cement State Company / Hammam Al-Alil Cement Plant,”
submitted by the student Mohammed Younis Mohammed Sultan Al-Ukaydi.

The study aimed to examine the nature of the relationship between the independent variable (competitive intelligence with its four dimensions: planning, data collection, analysis, dissemination) and the dependent variable (sustainable marketing performance). The research sought to explain why some organizations excel in competitive environments while others fail, despite having similar resources.

The study concluded with several key findings, most notably:

1. The organization’s inability to motivate its employees to document their competitive knowledge acquired through learning and experience.

2. A lack of balance between the required level of quality and the cost, which negatively impacts the efficiency of sustainable marketing performance.

The discussion committee consisted of:

Asst. Prof. Dr. Mundhir Khidr Yaqub Al-Muhtadi – Chair.

Asst. Prof. Dr. Mohammed Mahmoud Hamed – Member.

Asst. Prof. Dr. Abdullah Mahmoud Abdullah (from the University of Tikrit) – Member.

Asst. Prof. Dr. Jirjees Umeir Abbas – Member and Supervisor.

The session was attended by a number of academics, reflecting the department’s commitment to deepening the understanding of contemporary marketing concepts, especially those related to strategic innovation and competitive intelligence.