The Department of Marketing Management at the College of Administration and Economics, University of Mosul, witnessed on Thursday, July 23, 2026, the discussion of the Master’s thesis titled “The Impact of Implementing Omnichannel Marketing Strategies in Building the Digital Image of the University of Mosul: A Study on the Mediating Role of Perceived University Brand Equity,” submitted by the student Banan Niamat Najm Al-Din Al-Ramadhani, in Discussion Hall No. (1).

​The study aimed to analyze the impact of integrated omnichannel marketing strategies in building the digital image of the University of Mosul, test the mediating role of perceived university brand equity in this relationship, as well as measure and analyze the nature of the impact and mediation relationships between the study variables, contributing to providing an applied framework that supports the development of digital marketing practices at the university and enhances its institutional presence.

​The study reached a number of conclusions, most notably the existence of a statistically significant effect of integrated omnichannel marketing strategies and perceived university brand equity in enhancing the digital image of the University of Mosul. The results also showed that omnichannel marketing strategies play a pivotal role in anticipating beneficiaries’ expectations and keeping pace with competitors’ movements, while perceived university brand equity represents an effective mediating variable that enhances the impact of those strategies in building a positive digital image for the university and consolidating its institutional position.

​The examination committee consisted of: Prof. Dr. Naji Abdul-Sattar Mahmud – College of Administration and Economics / University of Tikrit – Chairman, ​Prof. Dr. Munther Khader Yaqoob – College of Administration and Economics / University of Mosul – Member, Asst. Prof. Dr. Bashar Dhaker Saleh – College of Administration and Economics / University of Mosul – Member and  Prof. Dr. Muhammad Mahmud Hamid Al-Mulla Hassan – College of Administration and Economics / University of Mosul – Member and Supervisor.