The Department of Marketing Management at the College of Administration and Economics, University of Mosul, witnessed on Monday, August 10, 2026, the defense of the Master’s thesis titled “The Role of Marketing Automation in Enhancing Customer Experience: Omnichannel Marketing as a Mediating Variable in Al-Hayat International Hospital,” presented by the student Burooj Ammar Abdulilah Mahmoud Al-Hayali, in Discussion Hall No. (1).

​The study aimed to diagnose the nature of the correlation and impact between marketing automation and enhancing customer experience, and to test the mediating role of omnichannel marketing in this relationship, thereby helping to clarify the impact of utilizing modern marketing technologies to elevate the customer experience within healthcare institutions.

​The study reached a number of conclusions, most notably that omnichannel marketing plays an effective mediating role in the relationship between marketing automation and customer experience, as it contributed positively to enhancing the impact of marketing automation on improving customer experience. This highlights the importance of integrating digital technologies with various marketing communication channels to build a more distinguished and effective experience for beneficiaries of healthcare services.

​The discussion committee consisted of: Professor Dr. Munther Khader Yaqoob (College of Administration and Economics / University of Mosul) – Chairman, Professor Dr. Ahmed Abbas Hammadi (College of Administration and Economics / University of Fallujah) – Member, Associate Professor Dr. Bashar Dhakir Saleh (College of Administration and Economics / University of Mosul) – Member, Associate Professor Mohammed Ahmed Mahmoud (College of Administration and Economics / University of Mosul) – Member and Supervisor.