Unique graduation research in marketing at Ar-Rasheed Smart University explores the impact of electronic marketing on shaping students' mental image.

In a vibrant academic scene filled with knowledge, marketing students at Ar-Rasheed Smart University embodied the spirit of research creativity by discussing unique graduation research titled: “The Impact of Electronic Marketing on Enhancing the Mental Image of Ar-Rasheed Smart University Students – A Case Study at Ar-Rasheed University – Sana’a.” The discussion took place on the morning of Thursday, May 29, 2025, at the Faculty of Finance and Business.

The research, prepared by students Aya Sabra, Tasneem Shamsan, Hanan Abdulrahman, and Noor Mufid Al-Areeqi, was part of the requirements for obtaining a bachelor’s degree in marketing for the academic year 1446 (2024–2025). The students conducted an in-depth study on the effectiveness of electronic marketing tools and practices—such as attraction, interaction, participation, learning, and retention—in forming a positive mental image among university students on cognitive, emotional, and behavioral levels.

The study adopted a descriptive analytical approach using a questionnaire distributed to a research sample of 350 students. The results showed a statistically significant positive relationship between electronic marketing tools and the enhancement of mental image, with “attraction” being the most influential dimension among those studied.

During the discussion session, the rector of the university Professor Dr. Abdul Latif Haidar expressed his pride in this research work, stating that “Ar-Rasheed Smart University continuously strives to be an educational environment that produces applied knowledge responsive to contemporary requirements and serves its university community.” He emphasized that such studies strengthen the university’s efforts in establishing a solid and distinguished institutional identity.

For their part, the discussion committee, consisting of Dr. Najat Al-Aoudi (research supervisor), Dr. Jamal Al-Do'ais, Dr. Noman Ghallab, and Dr. Salah Sand, praised the quality of the study and its direct relevance to the practical reality of the university, describing it as “a comprehensive research model that connects theory to practice.”

At the end of the session, the students expressed their gratitude to the university administration and faculty members for their support and academic supervision. They affirmed that this research is not the end of the road but rather the beginning of a professional and research journey through which they aspire to contribute to the development of institutional marketing tools.

Through this research model, Ar-Rasheed Smart University continues to instill the values of leadership and critical thinking in its students, shaping them into agents of change in their communities and professional fields.