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  • Writer's picturePress Release

AUC School of Business’ El-Khazindar Business Research and Case Center collaborates with BarkB2B to introduce B2B Marketing into the Business Curriculum

CAIRO, 20/02/2024 – BarkB2B, a leading B2B marketing company, has joined forces with The American University in Cairo’s (AUC) School of Business’ El-Khazindar Business Research and Case Center (KCC), the leading case study center at the School, to spearhead the introduction of B2B marketing into the business school's curriculum.


BarkB2B and KCC have developed a comprehensive B2B marketing case study, that has been approved for inclusion in KCC Case Center. This represents a significant milestone towards incorporating B2B marketing concepts into the academic realm. This collaboration contributes to experiential learning that is valued and adopted by the AUC School of Business and serves to bridge the gap between industry and academia through a pioneering curriculum that introduces B2B marketing principles, strategies, and best practices to future business leaders.


"This collaboration between BarkB2B and KCC marks a pivotal moment in the evolution of business education," said Naela Sakr, Managing Director of BarkB2B. "By integrating B2B marketing into the curriculum, we are equipping students with the skills and knowledge needed to excel in today's dynamic business landscape. We believe this initiative will play a crucial role in shaping the future of business education."


Building on this achievement, the partners have set ambitious goals for the future. By the end of 2025, BarkB2B and KCC plan to establish a fully-fledged B2B marketing course within AUC School of Business, focusing on this specialized field. In the interim, there are plans to introduce B2B marketing as either an extracurricular activity or an elective, giving marketing students the opportunity to explore and engage with B2B marketing principles.


Engy Magdy, Director of El-Khazindar Business Research and Case Center, AUC School of Business, highlighted the importance of such a step, “Developing this case study with Bark B2B marks a pivotal step in elevating our understanding of B2B marketing dynamics. I envision this as the start of a broader focus on B2B marketing, not just within AUC or Egypt, but across the region, aligning with KCC's role as a leading case center providing regional insights for global audiences”.


The introduction of B2B marketing into AUC's business school curriculum reflects the increasing importance of this discipline in the modern business world. B2B marketing focuses on strategies and tactics tailored to the unique dynamics of business-to-business transactions, equipping students with the ability to nurture professional relationships, leverage cutting-edge digital tools, and drive growth in the corporate sector.


For more information about the BarkB2B and KCC collaboration, please contact:


About BarkB2B 

A B2B marketing agency that serves complex industries. Striving to make strategy and content the bedrock on which organizations' digital marketing plans are built, marketing for B2B products and services can be challenging and lack the glamour of consumer brands. At BarkB2B, pride is built on developing diligent marketing strategies and crafting genuine and credible thought leadership content that resonates with the target audience.



About KCC

Established in 2008, El-Khazindar Business Research and Case Center (KCC) works on providing a range of enriching educational services for students to promote a participant-centered learning experience. The center focuses on three main dimensions: practical publications, knowledge dissemination and teaching enhancement. The KCC’s efforts are mainly directed at developing top-caliber students, connecting businesses and students in the region, and contributing to the enhancement of society through academic research and practical applications.


Contact Details

AUC New Cairo AUC Avenue, P.O. Box 74New Cairo 11835, Egypt



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