By Kirsten Walker @kirstenwalker

Advertising and Brand Communication Student

After returning home to Manchester, I have been reflecting on the amazing #GoGlobal trip to AUC’s Onsi Sawiris School of Business which now feels like a dream to me. This trip was useful in so many ways, from being immersed in cultural experiences, to professional development. One of the biggest things I have taken from this trip is how much I loved being in Egypt, it is a beautiful country with the most hospitable and kind people – we were treated so kindly from the moment we stepped foot in Cairo Airport.

Waking up and realising I am really in Cairo was a surreal feeling! My highlights of the day included a very insightful lecture on the present and future of Human Resources and the labour market in MENA from Dina Abdel Fattah, and discussing the role of strategy and importance of agility in business over lunch with Alaa Hashim. We then explored the AUC’s beautiful campus which is unlike any university campus I have ever seen! Honourable mention to the special guests in our lectures (the gorgeous cats).

Day 2 on the#GoGlobal trip to Cairo started off with a great lecture from Hakim Meshreki, discussing ‘Branding in the Age of Sameness’. It was great to understand more about how brands are reacting to trends and insights in MENA, from McDonald’s to Nescafé, as well as taking part in some great creative thinking activities. This was followed by a lecture on the tourism sector’s role in Egypt, learning how Egypt’s tourism marketing has shifted its from focusing on culture and history to responding to the political and economic challenges in MENA in the modern age. We then visited Al Ahly Sporting Club, learning from the marketing directors of the club about how the club has grown into a global brand. Finishing the day off, we spent the evening visiting the markets of Old Cairo, immersing ourselves in the local culture and tasting some amazing and authentic Egyptian cuisine.

On Tuesday I attended a day of company visits. The morning started with a visit to Nestlé Business Services Cairo, with a session focusing on the people management in the company. It was great to hear more about Nestle’s business structure as a huge global brand which has different focuses depending on the region, learning specifically about their strategies in MENA. Then we visited Edita Food Industries an Egyptian snack company, firstly with a tour around their factory and then to their HQ. It was great to discover how Edita had built multiple household-name brands in Egypt, and the CSR work that they do to remain as a responsible business. It was lovely to experience these visits alongside AUC business students, who were extremely friendly and welcoming to us. Another great day in Cairo, we particularly loved sampling the Edita snacks straight from the production lines!

The most important aspect of this trip for me was the relationship building with my peers. We started off the trip as 11 strangers in Manchester Airport, and I have come home with some deep, real friendships which I know will last long past the trip ending. Not to mention the great relationships we built with our wonderful host Farida Mahgoub, and the students of AUC, I feel very grateful to have met such lovely, kind people who helped us so much throughout the week. We have had so much fun and learned so much in our shared experience of Cairo and it has truly been an unforgettable week. I can’t wait for my next visit to Egypt!