DBiME: Bridging Cultures and Business, Manchester Metropolitan University Undergraduate Study Tour
Discovering cross-cultural insights aligned with AUC School of Business’ efforts to promote cross-cultural learning, a week-long study tour was organized for 11 undergraduate students from Manchester Metropolitan University (MMU), UK.
The program offers students an in-depth view of the Middle East's business and cultural landscape, as a part of the School’s Doing Business in the Middle East (DBiME) Program.
Immersive Academic Experience
From November 3 – 7, 2024, students participated in a rich array of academic sessions, workshops and site visits. The study tour began with a lecture by Dina Abdelfattah, assistant professor of economics and chair of Shafik Gabr Department of Economics, on the labor market across Egypt and the MENA region. This was followed by a discussion with Alaa Hashim, founder of Transcendium, on career planning and development. Workshops on cultural intelligence by Sherif Lotfy, business strategy consultant, and business excellence by Hashem El Dandarawy, chairman of Team 4 Security, provided further insights.
Hashim noted, “When people go to different countries, they appreciate similarities more than diversity...cross-pollinating ideas from both sets of students is very valuable, not only for ideas but for connections and networks.”
El Dandarawy added, “We aim to give these students a perspective different from the textbook, as the real world is not as secure, so it is important to give them this view to help them develop throughout their careers.”
Business Dynamics Exploration
MMU students explored topics like branding, tourism, hospitality management with visits to companies such as Nestlé and Edita, providing firsthand exposure to multinational and local businesses. A highlight was visiting Al Ahly Sporting Club, where they learned about managing one of Africa’s leading sports institutions.
Maha Mourad emphasized, “It is important for visiting students to understand the dynamics of this region because a lot of multinationals are now operating here and want employees who have an idea about its features. Bringing international exposure to the campus also adds a lot of value for our own students—it’s a win-win for both.”
Cultural Adventures
Students experienced Egypt’s rich cultural heritage with tours of El Mo’ez Street, known for its Islamic architecture, and Khan El Khalili, the iconic lively market. They visited the Great Pyramids of Giza, marveling at the ancient wonder, and explored the Art D’Egypte exhibition, which showcased contemporary art in historical settings. The experience included lunch at the Mamlouk Inn Rooftop Restaurant and a Nile dinner cruise, offering a glimpse into the country's art and cuisine.
Kirsten Walker, an MMU student, said, “It’s very interesting hearing and seeing what brands are doing for the audiences here in Egypt and how that differs based on the culture, especially compared to what we’re used to in the UK and Europe. Having more cultural awareness is a big thing in marketing, so I’m glad I immersed myself in Egypt’s vibe and could use what I learned for international work”.
Reflections
Tom Willmore, a final-year MMU Sports Business Management student, shared his excitement: “After receiving an invitation in August to attend a master’s course at AUC School of Business, I’m finally here and gaining incredible insights into the MENA region’s culture, capital, and industries.”
Joshua Underhill reflected on the experience, noting the valuable business insights and aspirations for future growth: “It’s been great to come to Egypt and experience a whole different culture compared to the UK. Learning about how companies grow and plan for succession is something I aspire to be a part of in the future.”
Embracing diverse cultures and experiences helps cultivate adaptability and international business acumen, crucial competencies for ambitious business leaders. The Doing Business in the Middle East (DBiME) Program exemplifies the School’s dedication to nurturing these attributes, ensuring students expand their cultural knowledge, forge connections, and access opportunities that extend beyond the classroom and last a lifetime.
Learn more about The Doing Business in the Middle East (DBiME) Program