The study aims to understand the reality of scientific research marketing at Sultan Qaboos University in light of Oman Vision 2040. Further, it investigates its challenges and shall suggest some mechanisms to improve scientific research marketing at Sultan Qaboos University in light of Oman Vision 2040. In order to achieve this study's objectives, the researcher opts for the descriptive methodology through the utilization of qualitative method. The data was collected via two tools: Interviews and Documents Analysis: the intentional study sample includes (13) decision-making individuals and specialists whose realm is marketing and scientific research at SQU. The study concludes that the SQU strategy (2016-2040) supports the SQU aspirations towards marketing and scientific research. Furthermore, SQU utilizes modern scientific research marketing methods, as well as, it reinforces its relations through building relations with the beneficiaries, so that it can improve scientific research marketing. In addition, the study finds out that SQU faces a number of challenges related scientific research marketing. For example, not having a specialized centre for scientific research marketing, procedures at SQU are taking long time, lack of specialized human resources in the scientific research marketing, heavy administrative and academic burden of academics, not having sufficient funding for scientific research and companies do not have confidence in the scientific research that it is able to resolve their issues. The study suggests a number of mechanisms to overcome scientific research marketing challenges at SQU. Following some of the suggested mechanisms: Building frameworks and methodologies that links scientific research with the market needs, establishing specialist centre for scientific research marketing, building a consolidated database, recruiting specialist human resources and securing more funding (additional funding).