Overview

During the past year, the Moroccan American Trade and Investment Center (MATIC) implemented a project – BRAND MOROCCO – to identify American perceptions of doing business with Morocco. This unique project was conducted through a competitive process with universities in North America and Al Akhawayn University in Morocco. The results of the research were incorporated into a “case study” that became the core proposition for a national competition among 49 universities to produce a marketing plan for attracting FDI to Morocco from the US and selling more Moroccan products in US markets. “Integrated Marketing Communications” (IMC) was the marketing strategy format used by the students. Bellevue University of Omaha, Nebraska, won the competition among top US business schools. The sectors for the study were: agriculture/processed foods, IT/offshoring services, automotive/aircraft parts manufacturing, design materials, and textiles and fashion.