College of Administration and Economics

On Monday, August 25, 2025, in Discussion Hall No. (2), the Department of Industrial Management at the College of Administration and Economics, University of Mosul, witnessed the defense of a master’s thesis entitled:

“The Impact of Innovative Marketing on Enhancing the Elements of Smart Manufacturing: An Analytical Study of the Opinions of Employees at Kronji Company for the Production of Soft Drinks, Healthy Water, Juices, and Dairy Products Ltd.” presented by the student Hiba Fathallah Khalaf.

 

The study aimed to establish a scientific and analytical framework that clarifies the role of innovative marketing in supporting smart manufacturing applications by highlighting their interrelationship and offering practical recommendations to enhance the company’s efficiency and competitiveness, while also opening avenues for future research in this evolving field.

 

The findings revealed, most notably, that innovation in pricing and data management represents the strongest pillar in strengthening the company’s competitiveness, and that all dimensions of innovative marketing positively contribute to supporting smart manufacturing, albeit with varying levels of influence. The study further indicated a gap between management’s orientation toward adopting smart manufacturing and the actual level of its implementation, underscoring the need for precise executive strategies to translate theoretical orientations into measurable practical outcomes.

 

The session was attended by the Dean of the College, Prof. Dr. Sinan Zuhair Mohammed Jameel, accompanied by the Associate Dean for Scientific Affairs, Asst. Prof. Dr. Salem Khalil Khalid, and the Associate Dean for Administrative and Financial Affairs, Dr. Abdulrahman Zuhair Abdulqader.

 

The examining committee was composed as follows:

 

Asst. Prof. Dr. Mohammed Mahmoud Hamed – College of Administration and Economics / University of Mosul – Chair

 

Asst. Prof. Dr. Sabah Anwar Yaqoub – College of Administration and Economics / Al-Hadba University – Member

 

Asst. Prof. Dr. Abdulaziz Bashar Haseeb – College of Administration and Economics / University of Mosul – Member

 

Prof. Dr. Raad Adnan Raouf – College of Administration and Economics / University of Mosul – Member and Supervisor

 

 

The subject of this thesis aligns with Sustainable Development Goal 9 (Industry, Innovation, and Infrastructure), as it connects innovative marketing as a strategic tool with smart manufacturing as a future-oriented foundation, thereby contributing to sustainable economic development and strengthening national competitiveness.