College of Administration and Economics

The Department of Marketing Management at the College of Administration and Economics, University of Mosul, discussed the master’s thesis titled:
“Adopting Relationship Marketing to Enhance Strategic Marketing Objectives: The Mediating Role of Entrepreneurial Orientation — An Analytical Study of the Opinions of a Sample of Clothing Stores in Mosul.”

This study, submitted by the student Aseel Mohammed Abdulrazzaq Bahjat from the Department of Marketing Management, aimed to: Explore the possibility of adopting relationship marketing to achieve strategic marketing objectives by mediating the variable of entrepreneurial orientation. Identify the current situation of the surveyed stores.

Encourage the adoption of effective managerial and marketing methods to enhance the marketing reality of their products, especially in terms of embracing relationship marketing and entrepreneurial orientation. Build a conceptual model of the three variables: relationship marketing, entrepreneurial orientation, and strategic marketing objectives.

The study concluded with key findings, most notably:

A significant and statistically meaningful impact relationship exists between the variable of relationship marketing and the variable of strategic marketing objectives, mediated by entrepreneurial orientation, in the surveyed stores. This confirms the correctness of choosing entrepreneurial orientation as a mediating variable in this study.

The discussion committee was chaired by Prof. Dr. Alaa Abdul Salam Yahya, and included Asst. Prof. Dr. Ahmed Abbas Hammadi from the University of Fallujah, Asst. Prof. Mr. Mohammed Ahmed Mahmoud, and was supervised and included Asst. Prof. Dr. Bashar Thaker Salih.