srjebmSRJEBMSRJEBM2788-9505https://doi.org/10.47310/srjebm.2025.v05i02.013Self-Marketing and Its Role in Building Leadership Personality a Survey Study of the Opinions of a Sample of University Leaders at the University of MosulMohammad MahmoodAL-Mulla HasanMarwa MohammadQasim Al-ZaidyAli Saad AldeenMajied HafoedDepatmemt of Marketing Management, College of Administration and Economics, University of Mosul, Mosul, IraqUniversity of Mosul, Mosul, IraqUniversity of Telafer, Mosul, IraqThis research aims to examine the role of self-marketing in building leadership personality, through a survey of the opinions of a sample of university leaders at the University of Mosul. The importance of the study lies in its highlighting of self-marketing as one of the modern variables influencing the development of leadership traits within the university environment. The study relied on a descriptive-analytical approach, using a questionnaire designed to measure the research variables. The questionnaire was distributed to a sample of university leaders at the University of Mosul. The results showed a statistically significant positive correlation and influence between self-marketing and building leadership personality, indicating that individuals' possession of self-marketing skills contributes to enhancing their leadership capabilities and supporting their professional presence both within and outside the institution. The results also demonstrated that self-marketing is no longer merely an individual skill, but rather a strategic requirement for leadership empowerment, developing self-confidence and building credibility within the academic community. In light of the findings, the study recommended the adoption of systematic training programs to develop self-marketing skills, integrating this topic into academic leadership preparation programs and encouraging university leaders to utilize digital and media platforms to highlight their achievements and ideas. It also recommended fostering an institutional culture that supports self-marketing as a tool for leadership personality development.