The School of Business

Bottom of the Pyramids Marketing

CEMS 5203 - Fall 2023
Instructor name: Dr. Ibrahim A. Hegazy
Office number: JC 2002 (Jameel Building) Classroom:Jameel C111
Office hours: Sunday & Wednesday 5:00 – 6:00 pm
Telephone: Mobile &Whatsup (0122) 213-7473
E-mail address: hegazy@aucegypt.edu

Mission
“The School of Business aims to develop entrepreneurial and responsible global leaders &
professionals.”

Vision
“To be the leading knowledge hub with Arab region relevance and global influence.”

Core Values
̵ Belonging - A tangible sense
̵ of written and oral communication.
̵ Responsible Professionals: Each student will be able to interpret the wide impact of business on
society and be leaders in shaping a responsible market.

Program-level Learning Goals

̵ CEMS Master in International Management (CEMS/MiM) of pride in one school stemming from
a common, all-encompassing purpose.
̵ Ambition - The desire to stretch the horizon by charting new and untapped opportunities.
̵ Integrity and Good Citizenship - Personal veracity and ethical professional behavior accompanied
by a sense of responsibility to give back to the community.
̵ Excellence - An urge for continuous advancement, improvement and intellectual growth.

Page 1 of 11
School-level Learning Goals
Graduate: Each student will demonstrate the mastery
̵ Internationalism: Each graduate is able to apply a holistic vision of responsible business
decision-making, leadership and citizenship that is informed by ethical reasoning,
personal integrity, respect for social diversity, commitment to success through
sustainable business practices, adherence to a multi-stakeholder perspective on
organizational purpose.
̵ Business Embeddedness: Each graduate is able to apply advanced management and
leadership competencies developed through systematic experience of and engagement
with the corporate world.
̵ Responsible Citizenship: Each graduate is able to apply a holistic vision of responsible
business decision-making, leadership and citizenship that is informed by ethical
reasoning, personal integrity, respect for social diversity, commitment to success
through sustainable business practices, adherence to a multi-stakeholder perspective on
organizational purpose.
̵ Reflective Critical Thinking: Each graduate is able to apply modes of thought that enable
to deal with business dilemmas, ambiguities, contradictions and opportunities
creatively, persuasively and effectively, hereby displaying a capability to conceptualize,
synthesize and to think systematically and holistically
̵ Comprehensive Leadership: Each graduate understands the expectations,
requirements, limitations, obligations and opportunities that come with assuming
leadership in different contexts, just as s/he understands when, to what end, towards
whom and how to exert leadership, dynamically aspiring to such leadership roles as
appropriate.

Page 2 of 11
COURSE OUTLINE:
Product, price, promotion and place; these are the four key areas in which marketing influences
consumers. This innovative course takes the stance that poor consumers are distinctly
disadvantages in each of these areas.

The course also aims at documenting the imbalance of the exchange process by describing the
business best practice of those who market to poor consumers. Issues related to basic
necessities such as food, housing and transportation are addressed, as well as the consumption
of the so called “sin” products by poor consumers.

The Problems faced by those who target low-income consumers are also examined; including
the conflict between sound marketing practices and marginally ethical or unethical applications
of those practices to this target customer group.

COURSE OBJECTIVES:
1. Distinguish between low income consumers and other consumers
2. Identify determinants of poverty
3. Learn Different marketing mix strategies adopted to low income consumers
4. Understand the low income consumers as a source of innovation and entrepreneurial
endeavors especially in the area of social entrepreneurship

COMPETENCY COVERAGE:
In addition to the specific objectives of the course, the material and activities have been
selected to aid students in their progress toward achieving the following learning goals:

1. Ethics: Each student will be able to define and describe ethical issues, cultural diversity
and the need for socially responsible attitudes.
2. Communication: Each student will be able to effectively communicate orally and in
writing.
3. Problem Solving: Each student will be able to demonstrate knowledge and problem
solving skills in addressing real world business situations.

Page 3 of 11
TEACHING METHODOLOGY:
1. Lectures
2. Case Study Analysis
3. Guest Speakers
4. Marketing Plan Group Project.

THE SCOPE OF THE COMPREHENSIVE PRACTICAL GROUP PROJECT:

 The main purpose of the project is to learn how to conduct a real life Marketing Plan.
 Each group is to select an organization in Egypt.
 Your product should be a product directed to a low income consumer market segment.
 In order to produce a good Marketing Plan, kindly note that:
o You are advised to use Marketing Plan Pro Software from “Palo-Alto”

GROUP PROJECT DELIVERABLES

1. A Brief Project Proposal (5%) - 3-4 double spaced pages include the following:
a. Company Name & Company Background
b. Proposed Product or Service
c. Proposed Research Tools that would be used
2. Progress Report 1 (5%) covering the following:
a. Situation Analysis
i. Company Name & Company Background
ii. Market Research Conducted
iii. Market Needs and Market Trends
iv. Environmental Analysis (PESTE)
v. Competition Analysis
b. Marketing Strategy
i. Segmentation Strategy
ii. Targeting Strategy + Target Profile
iii. Positioning & Value Proposition
3. Final Report (10%) covering the following:
a. Content of the Progress Report 1 (PLUS)
b. Marketing Mix Strategies
c. Marketing Plan Performance Evaluation

Page 4 of 11
GRADING SYSTEM:
Class Participation 10%
Cases Analysis 40%
Article Analysis PPT Presentation 10%
Group Project Report 30%
Group Project In-class Presentation 10%

(Project Grade Breakdown: Proposal 5% + Progress Report 1 5% + Final Report

10% + Presentation 10%)

GRADE SCALE:
A = 90A- = 89-88 B+ = (87–85) B = (84-80) B- = (79-78) C+ = (77-75)
C = (74-70) C-= (69-68) D+= (67-65) D= (64-60) F = less than 60

ATTENDANCE:
As stated in AUC Catalog; “students are expected to attend class; there is no
system of permitted absences”. Students may not normally receive credit for a
course if more than three weeks of classes are missed. Students are expected to
be very punctual.

The University Academic Integrity Policy

All students are expected to agree to and comply with the University Academic
Integrity Policy which states
“Valuing the concepts of academic integrity and independent effort,
the American University in Cairo expects from its students the
highest standards of scholarly conduct. The University community
asserts that the reputation of the institution depends on the integrity
of both faculty and students in their academic pursuits and that it is
their joint responsibility to promote an atmosphere conducive to such
standards.”
Detailed information about the University Academic Integrity Policy may be
found in the University Catalog at AUC Website www.aucegypt.edu

CEMS 5302 BOTTOM OF THE PYRAMIDS MARKETING - FALL 2023

Page 5 of 11
Date Session Content
September 3rd, 2023 Course Introduction & Allocation of Articles Presentations Dates
Sept. 10th, 2023 Lecture 1 Modern Marketing Overview
Lecture 2 Marketing Post Covid 19 Pandemic
Lecture 3 Understanding low income consumers
Sept. 17th, 2023 Lecture 4 The Marketing Plan
Sept. 24th, 2023 Lecture 5 How to develop a Positioning Statement?
*Article Presentation 1: Hassan El-Rashidy
October 1st, 2023 Lecture 8 Social Marketing vs Societal Marketing
Group Project Outline Due Date
*Article Presentation 2:Saloni Singh
October 8th, 2023 Lecture 8 Social Marketing vs Societal Marketing
Article Presentation 3: Leonie Krone
Oct. 15th, 2023 Lecture6 Review of Marketing Research Methodologies
*Article Presentation 4: Olivia Baert
Sat. Oct. 21th, 2023 Lecture 7 Marketing Strategy for low income consumers
(Online Class) *Article Presentation 5: Prince Kumar
Case 1 Uploading
October 29th, 2023 Lecture 9 Customers Relationships and Bottom of the Pyramids Customers
Lecture 10 Market Segmentation & Targeting
*Article Presentations 6: Banu Sangadala
*Article Presentation 7: Nada Moussa
Nov. 5th, 2023 Lecture 11 Product Strategies for low income consumers
Lecture 12 Pricing Strategy for low income consumers
*Article Presentation 8: Shehab Sharaf
*Article Presentation 9: Rucha Ramteke
Deadline to submit Case 1 Answer
Nov. 12th, 2023 Lecture 13 Marketing Communication Strategy for low income consumers
Lecture 14 Ethical Concerns at the Bottom of the pyramid
*Article Presentation10: Jasmine ElGindy
*Article Presentation 11: Giovanni Cuccu
Nov. 19th, 2023 Lecture 15 Distribution Strategy for low income consumers
*Article Presentation 12: Thomas Behar
*Article Presentation 13: Frederik Andersen
Nov. 26th, 2023 *Guest Speaker 1
December 3rd, 2023 Course Review &*Case 2 Discussion due date and class discussions
Lecture Marketing to Generation Z
December 10th, 2023 *Groups Project Presentations&*Due Date for Group Project Final Draft

Text and other reading materials

Page 6 of 11
Book 1 : LF Alwitt, T Donley, 1996; The low-income consumer:
Adjusting the balance of exchange; Sage Publications, Inc

Book 2 : Kotler, Keller, A Framework for Marketing Management,

Global Edition,

Article 1 :TendaiChikweche, Richard Fletcher, (2012) "Revisiting

the marketing mix at the bottom of pyramid (BOP): from theoretical
considerations to practical realities", Journal of Consumer
Marketing, Vol. 29 Issue: 7, pp.507-520

Article 2 :Mancino et al., 2018; Overview: Exploring ways to encourage

healthier food purchases by low-income consumers—Lessons from
behavioral economics and marketing; food policy; Vol.79; pp 297-299

Article 3 :Anand Kumar Jaiswal, Shruti Gupta, (2015) "The

influence of marketing on consumption behavior at the bottom of the
pyramid", Journal of Consumer Marketing, Vol. 32 Issue: 2,
pp.113-124

Article 4 : Gordon et al., 2018; Empirically testing the concept of value-

in-behavior and its relevance for social marketing; Vol.82, pp. 56-67

Book Chapter 1 : Andreasen, 2018, Challenges for the Science and

Practice of Social Marketing ,Taylor and Francis

Page 7 of 11
 Individual Article Analysis Presentation

Each student is required to search online for an article related to

Bottom of the Pyramids Marketing that He/she thought it is interesting
and He/she learned from it.

Next, each student is required to send the link of this/those articles

chosen to the Instructor’s email (hegazy@aucegypt.edu) to receive his
consent.

Once the consent is received from the Instructor, each student is

required to develop a Power point Presentation of the Article.

On the date assigned for each student’s article power point

presentation, He/she is required to present his article analysis and
sending a softcopy of the presentation to the Instructor’s email
(hegazy@aucegypt.edu)

The article should be an academic article; from a creditable publication.

Prof. Dr. Ibrahim Hegazy

Page 8 of 11
Professor of Marketing,
Head, Marketing Faculty Unit
Management Department
American University in Cairo

Dr Ibrahim Hegazy currently holds the positions of tenured Professor of Marketing and Head of
the Marketing Academic Unit at the American University in Cairo.

Dr. Ibrahim Hegazy was elected member of Egypt Parliament (2016-2021), the Chairman of the
School of Business Council (2013-2014), the Chairman of the Management Department (2004-
2008), Visiting Marketing Professor at the George Washington University - USA (2002-2004),
and an Adjunct Faculty at ALBA Graduate School of Business between 2008 & 2017 teaching at
the MBA Program. Furthermore, between 1995 and 2002, Dr. Hegazy served as the Director of
the Institute of the Management Development at AUC, one of the leading Training centers in
the Middle East.

Since 1990, Dr. Hegazy has been teaching such marketing courses as International Marketing,
Marketing Management, Marketing Communications Management, Consumer Behavior,
Marketing Research, Marketing Strategy, Principles of Marketing, E-Marketing, Advertising
Principles, Integrated Marketing Communications Management, and Brand Management,

Dr. Ibrahim Hegazy received a number of national & International Awards in Marketing. In May
2016 Dr. Hegazy received AUC 25 years Excellence service Award for his long life commitment
and services to AUC community. In May 2013, Dr Hegazy received the School of Business
Distinguished Professor Award for 2013. In June 2012, Dr I Hegazy received the American
University in Cairo 2012 Excellence in Academic Services Award. In 2004, Dr. Hegazy received
the Golden Medallion Award from the President of the Republic of Austria for his significant
contributions in Fund Raising and Marketing Austrian Cultural events in Egypt. In 2003, Dr.
Ibrahim Hegazy received an international award from the International Biography Center,
England as the “International Educator in 2003 in Marketing Communications”. In 2001, Dr.
Hegazy received the International Advertising Association Award as “The 2001 Best Marketing
Communication Professor in the World”.

Similarly, Dr. Ibrahim Hegazy has received numerous academic awards in the development of
“Integrated Marketing Communication Plans” for real-life global international brands. In 1995,
2001, 2005, 2007, and 2008, Dr. Ibrahim Hegazy received the International Advertising
Association Golden Prizes for developing the best Integrated Marketing Communications

Page 9 of 11
Campaigns in the Middle East and Africa for such brands as Jeep, Visa Card, Yahoo, the UN
Millennium Campaign, and AXE-Unilever respectively.

In Public services, Dr. Ibrahim Hegazy is member of the Higher Council for Culture and the
Higher Committee for Marketing Egypt Touristic Destinations appointed by Egypt’s Prime
Minister. Dr. Hegazy served as a member of the Board of Directors of Egypt’s Tourism Authority
(ETA) between 2009-2012. Dr. Hegazy was also an elected Board of Directors’ Member of the
Egyptian Advertising Association. Dr Hegazy served as an appointed member of the following
public sector companies; National Plastic Company )1995-1992( ‫ شركة البالستك االهلية‬and The
Transportation & Engineering )2004-2002( ‫النقل و الهندسة‬, and currently Board of Directors
member at El Nasr Automotive Company & the Arab African International Bank Mortgage
Company, and Egypt Gold Board of Directors

Dr. Hegazy is a long-standing member of the American marketing Association, the Academy of
Marketing Science, and the International Advertising Association.

Dr. Ibrahim Hegazy received his BA in Business Administration and MBA from the American
University in Cairo in 1984 and 1987 respectively. In 1990, Dr. Hegazy received his Doctorate
Degree (Phd) from the George Washington University in Marketing and International Business.

Dr. Ibrahim Hegazy has conducted well over 500 training programs and modules in marketing
for top, middle, and junior levels management at both private and public sector companies in
Egypt and the Middle East.

Last but not the least, Dr Ibrahim Hegazy was and/or is currently the marketing consultant and
advisor for such companies as Raya Holdings (one of Egypt’s Leading IT firms) Abo El-Fetouh
Group (one of Egypt’s leading car assemblers), Amlak Group (one of Alexandria Leading Real-
Estate Developers), Mena for Toursitic Developments (one of Egypt Leading Real Estate
Developers), Al-Ahly for Real Estate Development, San Giovanni Group (Alex), M. Kasrawy
Group, and Chipsy (before acquisition by PepsiCo), IRAM, EGYPTGOLD, a leading Jewelry
Producer in the Middle East, AUTO EGYPT, a leading car distributor in Egypt.

In Marketing Communications and Launching Products in Egypt, Dr Ibrahim Hegazy successfully

launched such brands as Speranza (Chinese Card Brand, Raya Holding, Arcadia Mall, Lagoon
Resort (Alex) , Lagoon Hotel (Alex), Lauron Hospital (Alex), Saredar, My Map (Portable GPS
Devices), Twin Towers (Sheikh Zayed City - Egypt), Heidi Resort (North Coast) and Dina Beach
(RasSidr resort - Egypt), Amor (Gold Brand), Siran (Jewelry Brand), Senova (Chinese Car Brand).
And AlexTend (Alexandria Compound in King Marriout) in Alexandria.
CEMS 5203 Bottom of the Pyramids Marketing 2023
Page 10 of 11
 Student Profile Sheet
Name: __________________________________________________________

Position: ________________________________________________________

AUC ID #: ___________________. Cell Phone:________________________

E-mail Address: __________________________________________________

What Marketing Courses did you take before?

___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
___________________________________________________________________

Any Personal Message you want to convey to the Instructor at the beginning of
the semester that he should take into consideration during the term?
( ) No, Thank You. ( ) Yes, Please state the message below.
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

Attention Student: EXTREMELY IMPORTANT

To HELP RECOGNIZE STUDENTS NAMES WITH FACES, PLEASE SUBMIT YOUR SPS WITH A COLOR
PICTURE STAPPLED AT THE TOP RIGHT CORNER OF THIS SHEET.

Page 11 of 11