Public Affairs

AUK Hosts Dr. Ibrahim Hegazy from AUC

09th Dec 2019 | by the Office of Public Affairs

AUK hosted Dr. Ibrahim Hegazy, Professor of Marketing and the Head of the Marketing Academic Unit at the Management Department at the American University in Cairo (AUC), for his presentation entitled, Marketing to Generation Z. The presentation was open to the students and faculty of the College of Business and Economics (CBE) at AUK.

In his talk, Dr. Hegazy began by distinguishing the different generations and their varying consumer profiles— demographically, psychologically, and their buying patterns. His lecture focused mainly on the growing consumer segment of millennials and generation Z, profiling them as digital natives, multi-taskers, and having an entrepreneurial spirit along with an increasingly short attention span. 

Understanding their characteristics helps marketers shape their marketing strategy which is important as they represent a powerful consumer base and buying power. In Kuwait, almost 24.6% of the total population fall within the Gen-Z (5-24 years old) category.

Dr. Hegazy noted, “Unless we research them comprehensively and unless we adapt our marketing message and adapt our communication to be relevant and appealing to Gen Z, we will not be able to attract and retain our future markets as brands.” As such, the growth of this consumer segment has introduced alternative marketing methods such as content marketing, viral marketing, and buzz marketing. Dr. Hegazy outlined an eight-step strategy for marketing to Generation Z. The strategy centered around being more active online, and mainly involved advocating user-created content, leveraging on using influencers and creating a more authentic and humanized brand.

Dr. Ibrahim Hegazy is a Professor of Marketing at the American University in Cairo. In 1990, Hegazy received his Doctorate Degree (PhD) in Marketing and International Business from George Washington University. In addition to his position at AUC, Dr. Ibrahim Hegazy is currently a member of the Egyptian Parliament. Dr. Ibrahim Hegazy was the Chairman of the School of Business Council (2013-2014), the Chairman of the Management Department (2004-2008), visiting marketing professor at George Washington University - USA (2002-2004). Dr Hegazy also served as an adjunct faculty member at ALBA Graduate School of Business between 2008 & 2017 teaching at the MBA program. Between 1995 and 2008, Dr. Hegazy served as the director of the MBA program at the Management Department – AUC. Furthermore, between 1995 and 2002, Dr. Hegazy served as the Director of the Institute of the Management Development at AUC, one of the leading Training centers in the Middle East. Hegazy is an active member of the American Marketing Association, the Academy of Marketing Science, the International Advertising Association, the American Chamber of Commerce in Egypt, and the Academy of International Business.
 

Dr. Ibrahim Hegazy, Professor of Marketing and the Head of the Marketing Academic Unit at the Management Department at the American University in Cairo (AUC)
  

Dr. Ibrahim Hegazy, Professor of Marketing and the Head of the Marketing Academic Unit at the Management Department at the American University in Cairo (AUC)
  

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