Enthralling Guest Speakers Illuminate AIMC Class: Unveiling the Art of Winning Hearts and Minds through Advertising

The Integrated Advertising and Marketing Communication (AIMC) class, under the guidance of Dr. Obeidat

Sep 25, 2023
School of Business

The Integrated Advertising and Marketing Communication (AIMC) class, under the guidance of Dr. Obeidat, recently had the privilege of hosting an enlightening session with two distinguished guest speakers, Heba Selim, Consumer Insights Manager, and Sandra Samhoun, Marketing Manager, both hailing from the illustrious Majid Al Futtaim company. In this session, they shared invaluable insights into the intricate process of capturing the hearts and minds of customers through advertising campaigns, emphasizing the paramount role of leveraging marketing insights to craft compelling and resonant advertisements.

Sandra Samhoun commenced the session by immersing the audience in the realm of consumer insights, shedding light on the profound significance of comprehending the deep-seated needs and preferences of the target audience. She underscored that truly successful advertising campaigns are rooted in a genuine understanding of not only the rational aspects but also the emotional dimensions of customer behavior. Her discourse seamlessly transitioned into practical strategies for translating these insights into effective marketing initiatives. Sandra offered tangible real-world examples from Majid Al Futtaim's illustrious campaigns, illustrating how they expertly harnessed customer insights to create advertisements that authentically connect with their audience. Her insights emphatically reinforced the notion that relevance stands as the linchpin to secure customers' trust and foster unwavering loyalty.


As the session reached its conclusion, Heba Selim unveiled an exhilarating project that will captivate AIMC students throughout the semester. This project presents an exciting challenge to students: to accumulate precious insights about Generation Z, an exceptionally influential consumer segment in today's market landscape. Armed with these insights, students will embark on a creative journey to craft an advertising campaign that intricately aligns with the preferences and values of this dynamic generation.

The AIMC class is electrified with enthusiasm, with students eagerly anticipating this practical expedition. Their mission: to craft compelling advertising campaigns that authentically capture the essence of Generation Z. The enlightening session led by Heba Selim and Sandra Samhoun has not only deepened students' understanding of advertising but has also kindled a fervor for the art of making marketing profoundly relevant to their target audience.

The AIMC class is now poised to embark on a journey of creativity and insight, armed with the wisdom of these remarkable guest speakers, destined to leave a lasting impact on their approach to advertising and marketing communication.

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