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Nabila Jrida has recently graduated with a Doctorate in Business Administration (DBA) from UWTSD’s London campus having undertaken research into the generational difference in attitudes towards Google Search advertisements.

In her research, Nabila, a former physiotherapist from Casablanca, provides a conceptual framework that includes a step-by-step approach for Search Engine Advertising adoption process while discussing generational cohorts. Her work aims to provide insights to help businesses tailor their advertising efforts more effectively. She says:

“My academic and professional experiences have equipped me with a unique perspective on the evolving landscape of digital marketing, and I am passionate about using this knowledge to make a meaningful impact in the industry.

“Holding a doctorate has undoubtedly enhanced my credibility and reputation within the business community. It signifies a high level of expertise and dedication, which are crucial attributes in the consulting industry. This degree not only validates my knowledge but also positions me as a thought leader in my field.”

Nabila is currently the Senior Marketing and Communications Officer at UWTSD London Campus and uses her research findings to develop targeted marketing campaigns that resonate with diverse audiences, ensuring that the communication strategies are both effective and inclusive.  In addition, she has also launched her own consulting business - EcoMaj Consulting – which focuses on helping small businesses navigate the complexities of digital marketing, drawing on her expertise in generational marketing to provide tailored solutions.

Having initially set up her own physiotherapy practice with a classmate, Nabila found that her true passion was for marketing and managing the business which led her to change her career path.  After taking a gap year, she decided to pursue the DBA programme and enrolled on UWTSD’s course in London. 

She says:  “My journey in the field of marketing and communications has been deeply influenced by my research on generational differences in attitudes towards Google search ads. This topic is particularly relevant in today’s digital age, where understanding the nuances of different generations can significantly impact marketing strategies and business outcomes. Through my research, I aimed to provide insights that could help businesses tailor their advertising efforts more effectively.

“One of the highlights of the course was the opportunity to engage with a diverse group of peers from various industries and backgrounds. This enriched my learning experience and provided valuable networking opportunities. The academic team’s expertise and the practical insights were also incredibly beneficial. Moreover, the research projects and case studies allowed me to apply theoretical concepts to real-world scenarios.

“The course has significantly enhanced my strategic thinking and leadership abilities. It has provided me with new perspectives on business challenges and equipped me with the tools to address them effectively. On a personal level, the experience has been incredibly rewarding, fostering a sense of accomplishment and confidence in my abilities.”

UWTSD’s DBA course offers a unique blend of theoretical knowledge and practical application, making it highly relevant for professionals looking to advance their careers. The supportive learning environment and the opportunity to engage with industry experts are invaluable. It equips students with the skills and knowledge needed to excel in today’s dynamic business landscape.

Nabila now plans to continue expanding her impact in the field of digital marketing further refining marketing strategies to stay ahead of industry trends at UWTSD and with EcoMaj she is keen to help more small businesses harness the power of digital marketing to achieve their goals.

Further Information

Rebecca Davies

Executive Press and Media Relations Officer    
Corporate Communications and PR    
Email: rebecca.davies@uwtsd.ac.uk    
Phone: 07384 467071