The Center of Urban and Regional Planning for Postgraduate Studies at the University of Baghdad hosted a master’s thesis discussion entitled “City Marketing Strategies and Their Impact on Urban Development” by student Abbas Jamal Mahdi, supervised by Professor Dr. Arej Khairy Othman. The thesis aimed to analyze the impact of city marketing strategies on the urban development of a city (Balad). This was achieved by diagnosing the city’s marketing reality, identifying shortcomings, and presenting practical proposals that would contribute to improving its urban performance.

The thesis relied on a descriptive and analytical approach within the theoretical framework, and an inductive approach to studying the current situation of Balad. It also employed a quantitative approach through analyzing a questionnaire distributed to a sample of the city’s residents and specialists using statistical tools to analyze data using the SPSS program to arrive at the results.

The thesis recommended the need to prepare an integrated urban marketing plan for Balad, starting with diagnosing the current situation, through determining promotion priorities, and ending with developing phased, implementable programs that rely on local resources after rehabilitating the area surrounding religious shrines in terms of cleanliness, urban facilities, paving, lighting, and information kiosks, and removing slums and unorganized shops. The city of Balad needs a visual identity that includes an official logo, a printed map, and a simple website that displays the most prominent landmarks and information about the city. It also requires an emphasis on organizing an annual religious, cultural, and heritage festival that serves as a platform to introduce the city so that it can be invested in the media to build a positive mental image of it.

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