Tory Burch Jamjoom & Chalhoub Group Collaborates with Dar Al-Hekma on Student Marketing Competition

Dar Al-Hekma University Marketing Program collaborates with Jamjoom & Chalhoub Group for the second time on a competition for fourth- and third-year students, focusing on the Tory Sport collection currently unavailable in Saudi Arabia. The idea for the competition is to work on a marketing plan and proposal to bring Tory Sport line into the KSA market. In the first quarter of 2018, the General Sports Authority (GSA) conducted its second National Sports Survey, tracking sporting participation at all levels, from those taking up walking a few times a week to improve their health or amateurs beginning to attend weekly classes or clubs to hardcore gym enthusiasts and committed sports people.  With the sports movement in the Kingdom under Vision 2030, Saudi women are turning to sport wear and even sport Abayas. Therefore, there is a dynamic shift in the way women are dressing. Women in KSA have more active lives than ever. 

Tory Sport appealed to the marketing students, making them passionate to take on the competition.  Dar Al-Hekma’s mission of ‘Graduating Accomplished, Women, Leaders and Entrepreneurs’ and Tory Burch’s message on supporting and encouraging women through her foundation share similar values. Sport has become an inclusive part of young Saudi’s in the kingdom, and as a result the competition the students started working on the project in November embracing high-performance and impossibly chic brand as a real life classroom practice using marketing and branding theoretical practices to compete for the best proposal.  

The competition was presented to students by a Tory Burch’s representative, Ms. Noor Kamel a DAH Alumni, in order to launch the competition in the classroom. Students were coached to deal with stresses, time constraints, understanding the client brief and strategic goals which 

are all part of the real-world business experience.  

The competition demonstrates how all of the functional areas of marketing focusing on brand auditing, integrated marketing communications (advertising, public relations, promotions, interactive media, and direct marketing), are managed into a seamless, strategy-driven plan. Around 24 students currently studying under The School of Business and Law presented their work to faculty, chair of Marketing Program, Tory Burch’s representatives and a panel of judges for the spot as the certified winner. The competition led and organized by instructor Ms. Salwa Koshak is a part of the efforts of the Marking Society to connect students to international world class brands. 

Ms. Salwa Koshak stated, “The competition is designed to recognize and reward the marketing talent of Dar Al-Hekma University. Each semester we task marketing and business students in their second or third year of university with a real-life marketing challenge, set by a leading global brand. If they impress the panel, they win the competition. I am proud to say that all 

Students will receive a participation certificate from Jamjoom & Chalhoub Group and the winners will win a special edition key chain not found in boutiques.” 

The panel of judges were Ms. Noor Kamel the Trade Marketing Executive for Tory Burch Brand in KSA and Marketing Program Director Dr. Iffath Sultana. Moreover, the winner’s Ghada Bakor, Rand Alkhateeb, Aleen Alamoudi and Leen Khaberi had an empowering message to Saudi women to encourage health, fitness and athleticism “Unleash your strength” all women marathon.