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The Faculty of Mass Communication at Pharos University in Alexandria hosted Ahmed Farhat, Learning and Development Manager at Udjat Agency, for a seminar titled “Digital Marketing in the Age of the Smart Society.”
The session covered modern marketing strategies, approaches to reaching target audiences, and customer journey mapping. It also explored how understanding customers’ interactions with brands can help businesses recognise their needs and improve their experience.
The seminar formed part of the faculty’s efforts to strengthen students’ practical learning and keep pace with developments in media and digital marketing.
An Academic Event Supported by University Leadership
The seminar was held under the patronage of Professor Mohamed Etman, Vice President for Community Service and Environmental Development, and Professor Naila Emara, Dean of the Faculty of Mass Communication.
Its practical focus aligns with the faculty’s published mission to equip graduates with the knowledge and professional skills needed for media careers in Egypt and internationally.
Events of this kind give students an opportunity to connect their studies with questions that marketing teams face: how to identify an audience, choose an appropriate message and adapt communication as a customer’s relationship with a brand develops.
Ahmed Farhat Discusses Modern Marketing Strategies
During his participation, Ahmed Farhat outlined key modern marketing strategies used by companies and how those strategies help businesses reach their intended audiences.
For media students, this raises a useful practical question: what makes a message relevant to the person receiving it?
Marketing planning involves understanding the audience’s needs, defining the purpose of the communication and selecting suitable messages and channels. These decisions give content a clear role within the wider business plan.
This relationship is also reflected in Udjat’s marketing strategy services, which connect audience selection, positioning and channel planning with commercial objectives.
Understanding the Customer Journey
The seminar also examined customer journey mapping and the stages through which people interact with brands, highlighting their role in understanding customer needs and improving the marketing experience.
In general, a customer journey map describes the stages and touchpoints a person encounters in their relationship with a company. It helps teams consider what information the customer needs, what encourages the next step and where difficulties may arise.
As an illustrative example, someone might discover a company through social content, visit its website to compare services and then contact the team for more information. Each stage involves different questions. Introductory content serves a different purpose from the details a prospective customer needs before purchasing.
Understanding those differences can guide content development, service-page improvements and follow-up. Udjat’s digital marketing services bring these activities into a connected customer journey.
Why Practical Learning Matters for Media Students
The seminar’s themes sit at the intersection of media and digital marketing. Students learning to write and produce content also need to understand the people receiving it, the context in which it appears and the action it is intended to support.
When analysing a campaign, students can ask:
- Who is the intended audience, and what do they need?
- What objective should the content support?
- At which stage of the customer journey will the message appear?
- Does the website or communication experience match the campaign’s promise?
- What information would help evaluate the audience’s response?
These questions provide a practical basis for examining campaigns and developing student projects.
Connecting Academic Study with Marketing Practice
Udjat’s participation at Pharos University brought topics from professional marketing into an academic setting focused on students’ practical development.
The seminar connected strategic planning with audience understanding and customer experience, subjects that influence how businesses build and maintain relationships with their customers.
To learn how business objectives progress into planning, delivery and review, explore the Udjat Workflow.
Frequently Asked Questions
What was the title of the seminar at Pharos University?
The seminar was titled “Digital Marketing in the Age of the Smart Society.” It was organised by the Faculty of Mass Communication at Pharos University in Alexandria.
Who represented Udjat Agency?
Ahmed Farhat, Learning and Development Manager at Udjat Agency, was the seminar’s guest speaker.
What topics did the seminar cover?
It covered modern marketing strategies, reaching target audiences, customer journey mapping and the role of brand interactions in understanding customer needs and improving their experience.
Under whose patronage was the seminar held?
It was held under the patronage of Professor Mohamed Etman, Vice President for Community Service and Environmental Development, and Professor Naila Emara, Dean of the Faculty of Mass Communication.
What was the purpose of the seminar?
The faculty organised the seminar to strengthen students’ practical learning and help them keep pace with developments in media and digital marketing.
