I grew up and spent most of my life in Morocco. I got my bachelor’s degree in marketing and worked for six years before coming to Medill IMC. My first work experience was at the Coca-Cola North & West Africa Division in Casablanca. I started as a trainee and later became marketing project manager on new beverages. At Coke, I worked on the launch of Play, an energy drink targeted to young, trendy consumers, and learned how to “get the basics right,” as my former boss used to say. My second job was in brand management at Kraft Foods Morocco. I worked on powdered beverages and later on coffee, for almost four years.

In 2006, I joined the Bouregreg Agency, a government institution in charge of a large-scale development project in Rabat, the capital of Morocco. As a marketing manager, I launched a communication campaign to build public awareness and attract foreign investors for the project.

Marketing in Morocco is both challenging and exciting. Some quick facts to put things in perspective… Half of the population live in rural areas. More than one-third of consumers are illiterate. And trade is very fragmented – small shops make up 80% of the retail structure. Now imagine the implications for a marketer. Distribution trucks travel across the mountains to reach small shops scattered throughout the country, promotional programs are executed in remote areas where infrastructure is virtually non-existent, and messages are loaded with visual cues to be understood by consumers who cannot read. For a multinational company, it’s even more challenging because on top of everything, marketers need to follow international guidelines and adapt the brand’s global strategy to the local market.

What brought me to IMC? Well, I guess I wanted to learn more about marketing, and I wanted to learn it from the experts. Medill IMC is the #1 program in integrated marketing communications. I wasn't sure I would be admitted, but I gave it a try, and it worked. When I told my mom that I was going to request an educational leave from the Bouregreg Agency to study in the U.S., she looked at me in a weird way and said, “You are out of your mind. Who wants to go back to school after six years? Plus, you have a good job!” Well, yes, I had a good job. I also had a nice salary and a nice car. But I still had a lot of things to learn in order to be a good marketer. I needed to learn the best practices, and I had to go find them in another country.

Every day at Medill IMC is a new learning experience. I am discovering new concepts and tools. I am also getting familiar with things that were almost rocket science to me. You may find this funny, but I had never heard the words “wiki” and “blog” before coming to Medill. I did not know how to edit a video. And I was terrified by SPSS. Coming to Medill IMC was a difficult decision, but I am glad I made it. I am also glad I gained enough work experience before deciding to complete my master’s. I know now why some of my marketing tactics failed and what I should have done differently.

I will be going back to Morocco in December, and I am already excited about all the ideas that I will be taking home with me. And, you know what? I think the agency should double, triple… No, wait, they should add five zeros to my salary, because I will be bringing tons of revolutionary ideas to the office!

..........Myriam Chemaou