The Department of Business Administration Organizes a Workshop on the Marketing Challenges in the Kurdistan Region and Iraq
On Sunday, November 5, 2023, the Department of Business Administration organized a workshop titled “Marketing and the Challenges Confronting Companies in Iraq and the Kurdistan Region.” This event received active participation from numerous prominent companies operating within Iraq and the Kurdistan Region.
Assistant Lecturer Azwar Mahdi Saleh led the opening segment of the workshop, offering an academic viewpoint on marketing. During his presentation, he delved into contemporary marketing strategies adopted by companies in their campaigns. Saleh stressed the significance of direct strategies to stimulate customer purchases independently, reducing reliance on intermediaries. He also highlighted the adoption of up-to-date competitive strategies. Furthermore, he explored the challenges confronting local businesses, such as the marketing hurdles faced when promoting local products in contrast to international ones, in addition to addressing issues like cultural barriers, data scarcity, and logistical and transportation obstacles.
The second segment was led by Mr. Muhammad Jaff, the Category Manager of Carrefour Company, and Ms. Wasan Bahir, the Talent Manager at Carrefour Company. Their presentation centered on Communication and Negotiations within the marketing domain. Ms. Bahir emphasized the significance of engaging with customers by focusing on understanding their specific needs and desires for products. She discussed effective strategies for communicating promotional ideas that captivate customers, driving them to complete their purchases. Additionally, the importance of negotiation was highlighted as a key means of connecting with customers and utilizing persuasive techniques to boost product sales.
The third part was presented by the General Manager of Asia Insurance Company, Mr. Tariq Muhammad Masri, who emphasized the importance of expanding insurance services in the region, particularly in Iraq. He highlighted the significance of including services like managing insurance claims, car accident insurance, risk management, and determining customers’ insurance requirements.
In the final part, presented by Mr. Adnan Al-Salhi, the Trade Marketing Manager at Al-Hayat Pepsi Company, the discussion revolved around the challenges encountered by soft drink companies in the region. The focus was on the strengths that the company possesses and the significance of incorporating sustainability into manufacturing processes. Furthermore, attention was given to the challenges associated with electronic payments and maintaining customer loyalty amidst the unstable economic situation and high prices. The workshop concluded with discussions on multiple topics related to the workshop’s subject, during which many questions were raised and comprehensively answered by the representatives of the companies participating in the workshop.
