Seminar Explores Social Capital Theory and Soft Skills in Marketing

Business Administration Department Hosts Dr. Farooq Qaradaghi

On February 26, 2026, the Department of Business Administration at Tishk International University organized a seminar on Social Capital Theory and the Role of Soft Skills in Marketing. The seminar aimed to enhance the knowledge of students and faculty members on the importance of relationship building and soft skills in modern marketing practices.

Seminar Sessions

• 1st Session: Introduction to Social Capital Theory and its three dimensions (structural, cognitive, and relational)

• 2nd Session: The role of soft skills in building effective marketing relationships and brand loyalty

The seminar was presented by Dr. Farooq Qaradaghi, who holds a Ph.D. from Istanbul University, and was attended by students and faculty members from the Department of Business Administration.

The seminar enabled participants to understand how social networks and relationships function as valuable assets in marketing. It also helped students recognize the competitive advantage of soft skills such as communication, empathy, and emotional intelligence in professional marketing environments.

Keywords: Social Capital Theory, Soft Skills, Marketing, Relationship Building, Brand Loyalty, Business Administration