The College of Administration and Economics at the University of Mosul, represented by the Department of Marketing Management, witnessed on Wednesday, July 8, 2026, the discussion of the Master’s thesis entitled: “The Role of Marketing Digital Transformation in Enhancing Customer Experience: The Mediating Role of Digital Marketing Strategies in the Commercial Sector”, submitted by the student Thawab Mohammed Othman Al-Hasnyani, in Discussion Hall No. (1) at the College’s Deanship.

​The study aimed to demonstrate the role of marketing digital transformation in enhancing customer experience through the mediating role of digital marketing strategies, by identifying the concepts and dimensions of the study’s variables. These included marketing digital transformation as the independent variable, customer experience as the dependent variable, and digital marketing strategies as the mediating variable, in addition to studying these variables theoretically and practically within the commercial sector.

​The study reached several conclusions, most notably that the customer experience clearly varies according to lifestyle, purchasing behavior, and personal preferences. The results also showed that digital marketing strategies possess an effective capability to develop product delivery methods and reach current and potential customers, reflecting the diversity of marketing tools adopted by the organization to meet customers’ needs and desires at the right time and place. Furthermore, the study confirmed that marketing digital transformation has contributed to improving marketing activities and enhancing the customer experience, thereby supporting organizations’ ability to achieve competitive advantages in the business environment.

​The discussion committee consisted of: Professor Dr. Mohammed Mahmoud Hamed – College of Administration and Economics / University of Mosul – Chairman, Assistant Professor Dr. Sarah Ali Saeed Jassim Al-Amiri – College of Administration and Economics / University of Baghdad – Member,  Assistant Professor Dr. Mohammed Ahmed Mahmoud Al-Hamami – College of Administration and Economics / University of Mosul – Member and ​Professor Dr. Munther Khader Yaqoob – College of Administration and Economics / University of Mosul – Member and Supervisor.