College of Administration and Economics

The Department of Business Administration at the College of Administration and Economics, University of Mosul, discussed the doctoral thesis tagged “The contribution of entrepreneurial leadership in enhancing digital marketing strategy The mediating role of agile human resources: a field study in Asiacell Telecommunications Company in the Kurdistan Region”.

Part of it was attended by the Dean of the Faculty, Prof. Dr. Thaeir Ahmed Saadoon Al-Samman.

The current study presented by the student “Sulaf Ezzedine Saeed” in the Department of Business Administration aimed at the reality of the digital marketing strategy in its dimensions (attracting customers, absorbing customers, retaining customers, learning about customers, and communicating with customers) in Asiacell Telecommunications Company and the extent to which the entrepreneurial leadership contributes according to the (ENTRELEAD scale) scale in enhancing it by mediating its agile human resources practices represented by (customer focus, continuous improvement, full participation of people, business consolidation to reduce waste, adoption of teams to solve problems in a systematic way, visual management, leadership through inspiration), in order to bridge the knowledge gap between these variables on the one hand, and address the problems and challenges faced by the company and the complaints and criticism it is exposed to by its customers regarding the correct application of the digital marketing strategy on the other hand.

The study reached a set of conclusions, the most important of which are: the existence of statistically significant correlation and influence relations between entrepreneurial leadership and both digital marketing strategy and agile human resources practices, as well as between agile human resources practices and digital marketing strategy.

The discussion committee was headed by Prof. Dr. Al-Aa Haseeb Al-Jalili, and with the membership of Prof. Dr. Raad Adnan Raouf and Assistant Professor Dr. Hussein Walid Hussein from the Ministry of Higher Education and Scientific Research / Scientific Supervision and Evaluation Authority, Assistant Professor Dr. Iman Bashir Muhammad and Assistant Professor Dr. Ahmed Hussein Al-Jarjari and the membership and supervision of Professor Al-Duck.