AUB and Coca-Cola hold a Marketing seminar on Today's Global Consumer market

The seminar, entitled "Market Amplification Model for Today's Global Consumer Environment", is part of the activities that the Olayan School of Business (OSB) runs under the school's Coca-Cola Chair of Marketing.

Three years ago, and through a contribution by the Coca-Cola Foundation, a Coca-Cola Chair in Marketing was established at the Suliman S. Olayan School of Business in alignment with Coca-Cola's worldwide initiative to support global education and to promote the study of the field of Marketing through research and service.

The seminar was open to AUB students and faculty, and was attended by key stakeholders and business organizations. Mrs. Leila Khauli Hanna, instructor of Marketing at OSB and master of ceremony, introduced the seminar topic and the speakers.

On behalf of Dr George Najjar, Dean of the Olayan School of Business, Dr. Yusuf Sidani, convener of the Management, Marketing, and Entrepreneurship Track, opened the seminar by thanking Coca-Cola for their gift to establish the Coca Cola Chair in Marketing.

Dr. Sidani gave an overview of the business education at OSB and of the recent international recognition of AACSB accreditation that the School received.

Mr. Felipe Burgaz, Marketing Director for Coca Cola for Eurasia and Africa Group, spoke about Coca-Cola's marketing strategies across different parts of the world, highlighting how each marketing activity is tailored to each culture that caters to the local market's needs, emphasizing how Coca-Cola is a company that demonstrates how it "thinks globally and acts locally". Burgaz confirmed that they had "proven very successfully that if you work on the right programs, and if you have the right attitudes, you can really put together just amazing things that will work very well."

Dr. Imad Baalbaki, Assistant Vice President for Development at AUB and a professor of Marketing at the Olayan School of Business, commented on the new global consumer market realities, and the effect on the marketing strategies and tactics of businesses.

In particular, Dr Baalbaki reflected on the "Age of Paradox that characterizes the buyer behavior and the consumer market and the challenges and opportunities that this presents to business enterprises."

Mr. Steven Saint Rose, Human Resources Director Russia Ukraine Belarus Unit and Operational Development for the Coca-Cola Company, highlighted the imperative role of people when making any business come to life: "You can see a lot of similar patterns of thinking on how we will look at marketing in the future but, at the end of the day, with all the business thoughts, with all the business technology, innovation, etc., there is one secret formula to making this come to life... It is people."

The seminar concluded with a question-and-answer session and was followed by a lunch.

Through their partnership, Coca Cola and AUB are again demonstrating their commitment to quality education in the region and long-term dedication to the development of future business talents in the Arab World.