Entrepreneurial Marketing: From the Classroom to Building Corporate Reputation: A Quality Project by Business Administration Students

University Media

In an academic setting reflecting the depth of the educational experience and the quality of its outcomes, the College of Administrative and Financial Sciences at the Emirates International University witnessed the discussion of a distinguished graduation project entitled: "The Impact of Entrepreneurial Marketing on Improving Organizational Reputation – A Case Study of Dr. Abdul Qader Al-Mutawakkil Hospital in Sana'a, the Capital Governorate." This project was undertaken as part of the requirements for obtaining a Bachelor's degree in Business Administration.

The project, prepared by a select group of students from the department—Ali Khalid Ali Al-Saadi, Salim Munir Saeed Al-Absi, Nabil Hassan Yahya Al-Radhi, Talal Hussein Abdul Ghani Sabna, Ali Musad Hamid Musad, Abdullah Abdul Munim Abdul Jalil Al-Daba'i, Mohammed Essam Mohammed Al-Ruwaishan, and Mohammed Nasser Hussein Al-Mahdhar—was supervised by Dr. Amani Al-Safari, and embodies a true model of integration between theoretical knowledge and practical application.

 The discussion committee comprised a distinguished group of academic leaders, chaired by Professor Dr. Mohammed Al-Kahali, Dean of the College, and including Dr. Fahmi Al-Daqaf, Dr. Mohammed Al-Rahbi, Dr. Amani Al-Safari, and Dr. Ashwaq Al-Jaboubi. A number of supporting academic staff were also present, in a scholarly atmosphere that reflected a spirit of excellence and academic discipline.

The project addressed one of the most important modern trends in the world of management and marketing. It sought to analyze the impact of entrepreneurial marketing, with its various dimensions—customer satisfaction, service innovation, and opportunity-oriented approach—on improving organizational reputation through its dimensions related to social responsibility, creativity and innovation, and service quality.

The study adopted a descriptive-analytical methodology, relying on field data collected through a questionnaire targeting a sample of administrative leaders in the hospital. This lent the results a realistic and scientific character, reflecting a deep understanding of the institutional work environment in the healthcare sector.

 The study results showed that both entrepreneurial marketing and organizational reputation were at an average level. However, statistical analysis revealed a clear and significant impact of entrepreneurial marketing on enhancing organizational reputation, particularly through the dimensions of service quality and social responsibility, which are fundamental pillars for building institutional trust.

The project also recommended the necessity of developing entrepreneurial marketing strategies within institutions and strengthening quality and social responsibility practices to contribute to building a sustainable and competitive organizational reputation.

This project reflects the advanced educational level achieved by the Emirates International University, whose outputs are not limited to the theoretical aspect but extend to providing applied research solutions that address real issues in society and contribute to the development of state institutions across various sectors.

It is an educational experience that shapes future leaders and confirms that investing in quality education is the shortest path to institutional excellence and sustainable development.

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