Student Spotlight: Ziad , Dutch-Lebanese with Marketing Background

In 2018 emlyon business school along with Durham University Business School welcomed the first cohort of the Global Doctorate of Business Administration. Amongst the first students is Dutch-Lebanese professional Ziad Skaff.

1. What are your educational and professional backgrounds?

Prior to enrolling in the emlyon-Durham University Global DBA program, I had completed a Certificate in leading for results at INSEAD, Singapore and a Masters in International Business from Grenoble Ecole de Management, France. I also hold a Bachelor degree in Marketing from USEK University, Lebanon. In addition to my education background, I've had several professional trainings in Market Research and Analytics at the Market Research Society in the UK, and the Ambeone Institute of Artificial Intelligence and Data Science in Dubai.

I started my career with Ipsos Group in KSA in 2002 as Research Analyst and following close to 3 years in the country I relocated with the company to Dubai where I was made Advertising Research Manager looking after a number of accounts like P&G, Nissan and others.In 2007, I received an offer from Omnicom Media Group to join their Research and Analytics arm in the MENA of which I took the lead couple of years later. In 2012, I was made Regional Executive Director for Research and Insights overlooking the practice across 17 markets and supporting all network agencies with a team of 20 experts in market research, data and analytics and technology. 3 years later I was tasked with setting up a regional presence for a global Omnicom Research agency called Hall&Partners, We established the Dubai office in January 2015 and since then grew the company to cover the MENA region and service more than 30 international and regional corporations to date.  

2. Why did you decide to do a DBA programme?

I've always had the intention to pursue my education so it was just a matter of when and where. More importantly I needed to find the right program that will add value to my career and allow me the flexibility to work and study at the same time. A DBA was the right choice as it bridges theory and practice, perfect for both corporations and education institutions.  

3. Why did you choose this particular programme?

This program ticked the right boxes for me (as stated in the previous question). Studying at 2 renowned universities/business schools and in 3 locations (France, UK and Japan) is naturally more enriching. We get to experience the values and knowledge of 2 leading institutions and learn from more experts with diverse backgrounds. Depth and width combined, that's the matrix I was looking for.   

4. What is the topic of your doctoral thesis and why did you choose this particular topic?

One of the industries I am servicing in my current role is the fashion industry. A sector like many others that has been challenged and changed by technology/digital advancements that have reshaped the customer experience, behaviour and purchase journey.  Yet the industry at large (at least from my regional experience) still relies on the traditional marketing conversion funnel Created in 1898 by E. St. Elmo Lewis. Though many parts are still relevant, the shape of the conversion and steps involved during the process ought to be revised. Furthermore, the application of one model across all industries as it used to happen might not be relevant anymore due to the diverse and different customer journeys. This funnel is used to plan and evaluate marcom activities worth millions of USD hence the importance of ensuring optimal reliability and applicability. My professional involvement in this field has led to my interest in researching it and to try bringing in suggestions of improvement (or not) following my planned research with fashion customers and professionals. My current title is "Evaluating the traditional marketing conversion funnel for the fashion industry" but this could still change as I go further in the program. 

5. Is your company supportive of you enrolling in a DBA programme, if so how are they supporting you? (if no, we can remove this question)

Yes I received full support from my company to pursue this program 

6. What do you wish to do after you have finished the programme? How do you want to use your degree?

Learning will surely be beneficial to me professionally, hence I plan to make use of this education in my current and future jobs to benefit my company and clients alike. Furthermore, I've always had a personal interest in academia, and doing research and teaching are passion points for me. So I hope that this program will help me enter the field so I get the chance to share my experience with future generations and continue learning myself.

7. How are you finding the programme so far and your classmates?

Truly global as the title of the degree suggests. If I could map our cohort presence geographically, one could see we come from all over the world. We also have different backgrounds, interests and future aspirations which makes our discussions very interesting and beneficial.  Yet we are far but close as we continue to share thoughts and interesting materials online. Now I know who I need to go to first if I have a specific question about a region or topic. This is very enriching and enabling.  

8. Is it challenging studying in different locations?

Planning additional trips in an already travel busy schedule is always a challenge yet the interest and excitement  to attend the next course/seminar make up for it. Plus sessions are wide spread with more than 4 months in between providing us with sufficient time to plan ahead.

9. Do you have any further information to add?

Being the inaugural cohort is an opportunity and challenge at the same time. Though the GDBA has been carefully designed, we feel engaged in its development and concerned professors did not shy away from getting our input which is very encouraging and truly embodies the professional and academic collaboration. This will hopefully benefit future participants and will help further reveal the value of this program.