Masraf Al Rayan collaborates with QU-CBE/IMC students

Masraf Al Rayan has presented a unique opportunity for aspiring marketing students to gain invaluable real-world experience, a statement said.Through a partnership with QU-CBE/IMC students, Masraf Al Rayan offers an exclusive marketing project that serves as a genuine case study in Integrated Marketing Communications.This exercise revolves around assessing the effectiveness of the Masraf Al Rayan brand following its merger with Al Khaliji Bank, a significant milestone in Qatar's banking sector.The core objective is to provide students with the hands-on experience of working on an actual marketing campaign.This collaboration between Masraf Al Rayan and QU-CBE/IMC exemplifies the bank's commitment to social responsibility and empowering young individuals. By basing the project on a real-life scenario, Masraf Al Rayan aims to equip students with the necessary skills and experiences to excel in their future marketing careers.Eman al-Naemi, assistant general manager of Corporate Communications at Masraf Al Rayan, highlighted the bank's pride in working with talented students and believes that their participation in this project will pave the way for their success in the marketing industry."The primary objective is to equip our students with robust knowledge and real-life experience, enabling them to thrive in the professional environment,” said Dr Rana Sobh, dean of the College of Business and Economics.Dr Dalia Farrag, professor of marketing and supervisor of student projects, highlighted the importance of integrating the course curriculum with real-life market experiences, enhancing students' practical skills.Farrag expressed gratitude for the support provided by Masraf Al Rayan and Dotspace agency in facilitating this impactful learning approach.Over a span of 14 weeks, student groups collaborated closely with Masraf Al Rayan's marketing team and agency, under the close supervision of Inas Abdulaziz, CEO of Dotspace.The project encompassed five distinct phases, including assessment, SWOT analysis, creative work, and copywriting. Each group of five to six students was tasked with developing a comprehensive 360 Integrated Marketing Communications (IMC) campaign.The campaigns incorporated a diverse range of marketing tactics, such as innovative advertising creatives, social media strategies, captivating TV commercials, and compelling copywriting.Throughout the project, Masraf Al Rayan’s marketing team provided guidance and promptly addressed any queries to ensure clarity and progress in the student’s endeavours.