College of Administration and Economics

The Department of Marketing Management at the College of Administration and Economics, University of Mosul, discussed a master’s thesis titled “Digital Marketing and Its Contribution to Enhancing Electronic Retail Trade: An Analytical Study of the Opinions of a Sample of Employees in Retail Stores in the City of Mosul” on Sunday, November 9, 2025, in Discussion Hall No. (1).

The study, submitted by Maryam Abdullah Ahmed, aimed to identify the nature of the relationship between digital marketing and electronic retail trade in its various dimensions, while providing a set of recommendations and suggestions that enable organizations to select the most effective digital tools and channels in today’s market environment.

The study concluded that digital marketing effectively contributes to expanding the scope of electronic retail trade by targeting appropriate customer segments through data analysis tools and tailoring advertising campaigns to match purchasing behavior and individual preferences. The results also showed that the use of social media platforms and paid advertisements enhances attraction and conversion opportunities, contributing to sustainable growth through building strong relationships with existing customers and attracting new ones.

The discussion committee consisted of: Prof. Dr. Derman Suleiman Sadiq – College of Administration and Economics / University of Al-Hadbaa as a chairman, Prof. Dr. Layla Jarallah Khalil – College of Administration and Economics / University of Mosul as a member, Asst. Prof. Dr. Mohammed Mahmoud Hamed – College of Administration and Economics / University of Mosul as a member and Prof. Dr. Alaa Abdul-Salam Yahya – College of Administration and Economics / University of Mosul as a mmber and supervisor.