College of Administration and Economics

As part of supporting scientific approaches aligned with the Sustainable Development Goals, the Department of Marketing Management at the College of Administration and Economics – University of Mosul held a master’s thesis defense on Thursday, July 17, 2025. The thesis, titled: “Green Marketing and Its Role in Enhancing Brand Awareness: The Mediating Role of Market Orientation – A Field Study on a Number of Electrical Appliance Stores in Mosul,” was presented by the student Dalal Ahmed Najib.

The study aimed to shed light on the level of interest among the management of the selected stores in the research variables, and to explore the relationship between green marketing as an independent variable and brand awareness as a dependent variable. It also examined the mediating role of market orientation in this relationship. The research analyzed various dimensions of these variables within the local market environment.

The findings revealed the presence of an indirect effect—i.e., partial mediation—of the market orientation variable in the relationship between green marketing and brand awareness. This underscores the importance of adopting sustainable marketing policies, aligning with Sustainable Development Goal 12 on “Responsible Consumption and Production.” Green marketing plays a significant role in balancing environmental, economic, and consumer needs.

The discussion committee consisted of: Prof. Dr. Raad Adnan Raouf (Chair), Asst. Prof. Dr. Bashar Thakir Salih (Member), Asst. Prof. Dr. Dalman Khushfi Ramadan – College of Administration and Economics / University of Duhok (Member), Asst. Prof. Dr. Mohammed Mahmoud Hamed (Member and Supervisor).

The defense was attended by a number of academic faculty members and postgraduate students in Discussion Hall No. (1) at the college, within a professional academic atmosphere rich in insightful dialogue—reflecting the significance and strategic dimensions of the topic in today’s business environment.