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 tagged “Smart marketing and its role in enhancing creative performance, the mediating role of strategic vigilance / an analytical study of the opinions of a sample of individuals working in private banks in the city of Mosul”

Part of it was attended by the Assistant President for Scientific Affairs, Prof. Dr. Mounir Salem Taha, the Assistant President for Administrative Affairs, Prof. Dr. Waheed Mahmoud Al-Ibrahimi, and the Dean of the Faculty, Prof. Dr. Thaeir Ahmed Saadoon Al-Samman.

The current study presented by the student “Azra Khaldoun Khalil” in the Department of Marketing Management aimed to identify the extent of the interest of the organization surveyed in the main variables of the study: smart marketing, creative performance and strategic vigilance, as well as to identify the extent of the impact of smart marketing as a variable dependent on creative performance as the independent variable and by centering strategic vigilance on the variables through their dimensions represented by the dimensions of smart marketing

The study reached a set of conclusions, the most important of which is that smart marketing plays a vital role in stimulating creative performance in banks by better understanding the needs and expectations of customers.
In addition, the intermediary role emerges as a key factor in strategic vigilance, as it links marketing strategies to the bank’s objectives and analyzes information effectively.

The discussion committee was headed by Prof. Dr. Alaa Abdul Salam Yahya Al-Hamdani, and the membership of Assistant Professor Dr. Elham Nazem Abdul Hadi Al-Shaibani from the University of Karbala, and Assistant Professor Dr. Bashar Zakir Saleh Al-Qutji, and under the supervision and membership of Assistant Professor Dr. Mohamed Mahmoud Hamid Al-Mulla Hassan.