The Department of Marketing Management at the College of Administration and Economics, University of Mosul, held on Mo day, July 20,2026 a discussion for the Master’s thesis titled “The Role of Marketing DNA in Enhancing Digital Knowledge Transformation in the Oil Sector,” presented by the student Mohammed Ghanem Jihad Al-Jeraisi, in Discussion Hall No. (1).

​The study aimed to investigate the nature of the correlation and impact relationships between Marketing DNA in its dimensions (structural, behavioral, and cognitive) and Digital Knowledge Transformation in its dimensions (technology integration, innovation and creativity, strategic management and governance, and customer focus), thereby contributing to the enhancement of digital transformation in the oil sector. The research relied on an applied study at the Distribution Company for Oil Products / Nineveh Branch.

​The study reached a number of key conclusions, most notably:

There is a statistically significant correlation and impact between Marketing DNA and Digital Knowledge Transformation at both the macro and micro levels.

The structural dimension demonstrated the highest level of impact in enhancing digital knowledge transformation.

​Marketing DNA represents an effective framework for supporting digital transformation.

​The study contributed to constructing an applied model that can be adopted by the Distribution Company for Oil Products / Nineveh Branch to enhance performance efficiency and support digital initiatives within the oil sector.

​Thesis Examination Committee: Prof. Dr. Laila Jarallah Khalil – College of Administration and Economics / University of Mosul – Chair,  ​Prof. Dr. Abdullah Mahmoud Abdullah Al-Mukhtar – College of Administration and Economics / Tikrit University – Member, ​Assoc. Prof. Dr. Bashar Dhaker Saleh – College of Administration and Economics / University of Mosul – Member and  ​Assoc. Prof. Dr. Manal Abdul Jabbar Al-Sammak – College of Administration and Economics / University of Mosul – Member and Supervisor.