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TEACHING

As a prior advertising practitioner and educator,  my main goal in teaching is to provide my students with the skills they need in their marketing communication experience whatever changes the industry may face.

These skills include independent learning, critical thinking and group interactions. It is my hope that my students take these skills and grow applying them. 

My pedagogy incorporates learning by doing and engaging my students with the industry through agency visits, events and practical applications.

In my teaching, I aim to:

  • Bolster students’ ability to think as a marketing communication professional and consider the requirements of the industry.

  • Provide tools to learn how to tell brand stories using video, text, images, etc.

  • Integrate self-evaluation and critical thinking opportunities.

  • Balance between the academic aspects of the curriculum and industry needs.

  • Promote independent learning and create discovery opportunities.

  • Provide tools to learn the benefits of group interactions through group projects while balancing between individual and group assessments.

  • Help students appreciate the contextual environment and find opportunities to engage as marketing communication professionals.

Current and past courses taught

Northwestern University in Qatar (2014- present)

  • Introduction to strategic communication

  • Strategic communication campaigns

  • Digital, social and mobile marketing

  • Principles of integrated marketing communication

  • Principles of public relations

  • Public relations strategies and writing

  • Global perspectives on strategic communication

Invited visiting professor. Summer 2018.

Institut für Journalistik und Kommunikationsforschung
Hochschule für Musik, Theater und Medien

Hannover- Germany

  • Graduate seminar: Exploring Media and Communication in the MENA region

  • Undergraduate courses 

    • Media in the MENA region

    • Introduction to Integrated Marketing Communications

American University of Sharjah (United Arab Emirates)

(2006-2014)

  • Advertising principles

  • Advertising copy and layout

  • Media planning and buying

  • Principles of integrated marketing communication

  • Advertising campaigns

  • Cyberspace and Arab media

  •  Strategic Research Methods for Mass Communication (Advertising and PR Research)

  •  Direct Response Advertising 

  • Internet Marketing Communications

Université de Montréal,  Montréal. Canada

(2000-2006)

Elements de publicité

HEC Montréal, Montréal. Canada

(2004)

Marketing communications integrées

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In my Digital, Social & Mobile marketing class, my students experimented Virtual reality and produced promotional VR videos for the Gymnastics World Championships in Doha. 

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2015 Summer course. Global perspectives on strategic communication: Cannes Creativity Festival.

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Receiving guest speakers helps building the bridge between academia and the industry. Here, a remarkable visit to my class (Spring 2019) by Dex Barton, previously speechwriter  for Mark Zuckerberg (Facebook), Eric Schmidt, Larry Page (Google), and Elon Musk. 

Golden advice Dex gave my students:

- To aim for making change. Whether small or big, changes you bring to your environments is what sets you apart.

-To read, read and read...preferably science fiction, he says.

Ilhem Allagui

My teaching motto:

When teaching, listen first... then, listen again. 

Here, in listening mode of my students campaign class presentations with my guests prof. George Anghelcev and Chris Lauwerys, Managing Director at Blue Rubicon, Qatar.

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A student's perspective on the Cannes Creativity Festival summer course (2015). Personal video. 

With Ted Royer, Creative, previously CCO at Droga5, New-York based advertising agency, awarded agency of the year, creative agency of the year and world's most innovative company for several years. Ted Royer served as President of the jury at Dubai Lynx (2012). 

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Visiting Professor term at IJK hanover.p

Thrilling experience with these curious and wonderful students from the Media in MENA class, IJK Hannover where I spent an an invited visiting professor term Spring-Summer 2018.