College of Administration and Economics

The discussion hall at the College of Administration and Economics – University of Mosul hosted the defense of the master’s thesis submitted by Riyadh Mohammed Younis Shahir Al-Shahir, titled: “Marketing Control and Proactive Marketing and Their Role in Enhancing Sustainable Competitive Advantage: A Field Study in a Selected Group of Private Hospitals in the City of Mosul,” on Thursday, August 28, 2025.

The study aimed to evaluate the practices of marketing control and proactive marketing in private hospitals, and to highlight their role in enabling these institutions to anticipate customer needs and exceed their expectations. It also proposed strategic recommendations to align the control systems more effectively with market fluctuations.

The findings concluded that:

Marketing control is a fundamental tool for directing activities and achieving customer satisfaction, while proactive marketing serves as a strategic pillar that enhances the hospitals’ ability to adapt to changes. Together, they contribute to building a sustainable competitive advantage that is difficult to replicate.

The examination committee consisted of:Prof. Dr. Hassan Jabr Alwan – Al-Furat Al-Awsat Technical University / Technical Institute of Babylon – Chair

Asst. Prof. Dr. Layla Jarallah Khalil – College of Administration and Economics / University of Mosul – Member

Asst. Prof. Mohammed Ahmed Mahmoud Al-Hamami – College of Administration and Economics / University of Mosul – Member. Asst. Prof. Dr. Mohammed Mahmoud Hamed – College of Administration and Economics / University of Mosul – Member and Supervisor.

This thesis aligns with Goal 9 of the Sustainable Development Goals (SDGs) – Industry, Innovation, and Infrastructure – by supporting the development of innovative marketing strategies that enhance the competitiveness and sustainability of healthcare institutions.