Ahmed Tolba is the new Associate Provost for Strategic Enrollment Management


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


Brief Biography

Ahmed Tolba is associate professor of marketing in the School of Business at The American University in Cairo. He is also director of El-Khazindar Business Research and Case Center (KCC), the first center in the Middle East and North Africa region that focuses on developing world-class refereed case studies. He was awarded his PhD from The George Washington University in 2006 and 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 such as the Journal of Product and Brand ManagementJournal of Technology MarketingInternational Journal of Marketing StudiesJournal of International Business and Cultural StudiesThe MENA Journal of Business Case StudiesBusiness Monthly, Innovations, American Marketing Association, Academy of Marketing Science, Society for Marketing Advances and Academy of Management. He also participated in several conferences including Thought Leaders International Conference on Brand Management, Frontiers in Services Conference and Association for Global Business, among others.

Tolba taught a variety of courses at The George Washington University and AUC at both undergraduate and graduate levels. These courses include Principles of Marketing, Marketing Research, Advanced Marketing Research, Consumer Behavior, Marketing Management, International Marketing, Marketing Information Systems, Marketing Strategy, Strategic Brand Management, and Business Cases and Consultancy Applications. He conducted various training programs for several institutions, covering the topics of marketing management, marketing research, strategic brand management, marketing strategy, integrated marketing communications and entrepreneurship. His clients include Covidien Saudi Arabia, Microsoft Egypt, Bank Audi, Heinz Egypt, the Institute of Management Development at AUC, International Marketing Institute, Insight Training in Alexandria and the Goldman Sachs 10,000 Women Entrepreneurship and Leadership program at AUC, among others.

Tolba's professional experience includes four years at P&G Egypt. In addition, he was responsible for several internal training and development programs, such as Leadership, Individual Effectiveness and Finance for Non-Finance Managers. He also served as a consultant for several local firms including Wadi Degla (marketing director), Net Signature, El-Rashad Asset Management, GMC, Taki and Engineering Consultants Group, among others.


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