A higher technical diploma research project in Electronic Management Technologies was discussed at the Administrative Technical College / Mosul, Northern Technical University, by the student Sabreen A’nad Jaro Jassim. The research was entitled:
“Digital Marketing and Its Role in Enhancing Strategic Agility: A Survey Study of a Sample of Private Banks.”
The discussion was held on Wednesday morning, August 26, 2026, at 9:00 a.m. in Al-Hikma Hall at the college.
The research aimed to identify the role of digital marketing through its dimensions of attraction, engagement, retention, learning, and communication in enhancing strategic agility through its dimensions of strategic sensitivity, resource fluidity, and collective commitment in private banks. It also sought to examine the nature of the relationship between the two research variables and the extent to which digital marketing practices contribute to strengthening the ability of the surveyed banks to respond to environmental changes and achieve strategic agility.
The research adopted a descriptive-analytical approach and used a questionnaire as the primary instrument for data collection. The research population consisted of 60 employees from a sample of private banks, while 54 questionnaires were returned and deemed valid for analysis, representing a response rate of 90%. The data were analyzed and the research hypotheses were tested using SPSS V.26 and SmartPLS 3.
The research reached a number of conclusions emphasizing the importance of digital marketing and the need to adopt and implement its various dimensions in a manner that contributes to enhancing strategic agility, improving the effectiveness of the surveyed banks’ performance, and strengthening their ability to respond to changes in the business environment.
The examination committee consisted of:
- Asst. Prof. Dr. Noor Dhiya Aziz – Chairman.
- Asst. Prof. Dr. Mohammed Haider Ali – Member.
- Asst. Prof. Dr. Shihab Mohammed Mahmoud – Member and Supervisor.
