Please below three comprehensive case studies published on Morocco, a rapidly developing emerging economy in the MENA region.

The cases address topics in International Marketing and International Business and can be taught at the bachelor’s, master’s and doctoral levels. They are appropriate for courses such as marketing, social marketing, IB, advertising and communications, product and brand management, cross-cultural management, entrepreneurship, special topics (such as sustainability) and regional studies (such as MENA).

Each case is accompanied by a detailed teaching note with supplemental materials for both the instructor and students. The cases have end-of-case questions for plenary class discussion and an integrated written assignment to promote student teamwork.

The topics are:

  1. DEI (diversity, equity and inclusion) in the context of the annual women’s off-road car rally in the Sahara, called the Aicha Gazelles Rallye.

“DEI and Brand Marketing of a Women’s Off-Road Rally in Morocco’s Sahara Desert” – case study and teaching note


  1. Fifteen women entrepreneurs (WEs) in Morocco currently operating at all levels of society from agricultural cooperatives to online commerce to high-end retail, as well as social marketing.

“Women Entrepreneurs in an Emerging Economy Environment: Morocco” – case study and teaching note


  1. Country image management and nation-branding in Morocco which is achieving success in a range of global business sectors including high tech manufacturing, clean energy production, agri-food industries, movie production, fashion, and tourism.

“Morocco: Country Image Management and Nation Branding” – case study and teaching note


If you have any questions about how to teach the cases, please feel free to contact:

Lyn S. Amine, PhD

Professor Emerita of Marketing and International Business,

Saint Louis University