Ahmed Tolba is the new Associate Provost for Strategic Enrollment Management


Abdul Latif Jameel Hall
Associate Provost for Strategic Enrollment Management and Associate Professor of Marketing
Department of Management
AUC New Cairo
t 3415
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Brief Biography

Ahmed Tolba is currently Associate Provost for Strategic Enrollment Management, and Associate Professor of Marketing at The American University in Cairo (AUC). He was awarded his PhD from George Washington University (GWU) in 2006; his MBA and BSc from AUC in 1997 and 2001 respectively.

His research focuses on Brand Equity, Innovation Marketing, Online Marketing, Nation Branding, Social Marketing and Entrepreneurship. He published in leading academic journals and conferences. He also co-authored the leading textbook “Principles of Marketing: Arab World Edition” with marketing gurus Philip Kotler and Gary Armstrong.

His teaching experience includes ten different courses in marketing and business strategy. He received AUC’s Teaching Excellence Award (June 2010) and the School of Business Teaching Award (May 2009). His professional experience includes four years at Procter and Gamble Egypt along with ten years of business consultancy and executive education for prominent companies and leaders in Egypt and the Middle East.


PhD, 2006, The George Washington University, Washington, DC, United States

MBA, 2001, The American University in Cairo, Cairo, Egypt

BSc, 1997, The American University in Cairo, Cairo, Egypt

Awards and Honorary Degrees

Teacher of the Year, 2010, The American University in Cairo

Teaching Excellence, 2009, The American University in Cairo

Courses Taught

Independent Study in Contemporary Topics in Marketing

International Marketing

Marketing Strategy

Marketing Research

Marketing Research Methods

Global Marketing

Independent Study in Marketing



Principles of Marketing: Arab World Edition, Pearson Prentice Hall.

Book Chapter

“Social Marketing in Egypt: A Case Study on the Use of Marketing by Nahdet El Mahrousa NGO ,” IGI Global Publishing.

“Ariel Egypt: From Market Penetration to Fierce Competition,” IGI Global Publishing.


“Enabling Entrepreneurship in Egypt: Towards a Sustainable Dynamic Model,” MIT Press.

“The Impact of Distribution Intensity on Brand Preference and Brand Loyalty,” International Journal of Marketing Studies.

“Individual and Cultural Factors Affecting Diffusion of Innovation,” Journal of International Business and Cultural Studies.


“Factors Affecting Country Brand Equity: A Business Perspective,” Proceedings of the 2011 Academy of Marketing Science Conference.

“A Capability Approach to Female Entrepreneurs and Social Justice,” The American University in Cairo’s Annual Research Conference.


Journal Editor, Innovations MENA Journal

Reviewer, Conference Paper, Thought Leaders International Conference in Brand Management

Reviewer, Conference Paper, The 16th IBIMA Conference

Committee Member, Assurance of Learning

Reviewer, Journal Article, Asia Pacific Journal of Marketing and Logistics

Reviewer, Conference Paper, The 40th. European Marketing Academy Conference

Member, Egyptian National Competitiveness Council

Member, Human Resource Competitiveness Council

In the Media

Discussed the role of marketing and case studies in education, Nile TV, 2012.

Quoted in Marketing Should Focus on Long-Term Gains, Says Expert” by Menna Taher, Daily News Egypt, 2009.

Research Interest
  • Strategic brand management
  • Brand equity measurement
  • Models
  • Marketing research
  • Global branding
  • Nation branding