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Landmark trip includes academic lectures, site visits to top firms, and cultural experiences including the Irish Embassy and the Pyramids of Giza.

By Aoife Doherty

Cairo, Egypt – The UCD Quinn School of Business has marked a significant milestone with the successful completion of its inaugural "Doing Business in the Middle East" (DBiME) global immersion week, held in collaboration with the Onsi Sawiris School of Business in the American University in Cairo (AUC) from March 8th to 15th, 2025. This pioneering initiative offered 15 undergraduate students an unparalleled opportunity to delve into the dynamic business and rich cultural landscape of the Middle East and North Africa (MENA) region.

The groundwork for this transformative experience was laid during a visit to the UCD College of Business in March 2024 by AUC Business School Dean Sherif Kamel, who explored avenues for collaborative educational ventures. Given AUC’s reputation and established partnerships with GNAM, CEMS, and GBSN, it was considered an ideal partner for this first undergraduate short immersion programme. 
Following a rigorous application process, a diverse cohort of students drawn from all stages and programmes, representing Ireland, America, India, Russia, and Egypt, was selected to participate. After pre-departure briefings and logistical preparations, the students, accompanied by Associate Professor Maeve Houlihan, Aoife Doherty, and Raghad Abu Shammala, embarked on their journey.

The immersive week commenced with academic sessions at the AUC Onsi Sawiris School of Business. Students attended lectures delivered by AUC faculty, covering a broad spectrum of topics relevant to the MENA region, including economics, entrepreneurship, marketing, supply chain management, and digital transformation. These sessions provided valuable insights into the regional business environment and its unique challenges and opportunities. Beyond the classroom, students engaged in site visits to leading organizations, offering firsthand exposure to industry practices. These visits included PwC’s Egypt Technology and Innovation Centre, SEKEM Group Sustainable Development, Egyptian German Automotive (EGA), and food producer Edita. These experiences allowed students to observe the practical application of business principles and understand the operational nuances of companies operating in the region.

A particularly memorable highlight of the week was the visit to the Irish Embassy in Cairo, where students had the privilege of meeting with HE Ambassador Nuala O’Brien. This event, coinciding with Ramadan and St. Patrick’s Day celebrations, provided a unique opportunity for cultural exchange and networking. The Embassy visit also coincided with the 50-year anniversary of Irish and Egyptian diplomatic relations, adding extra importance to the event.

Cultural immersion was integral to the programme, with students exploring Cairo’s rich history and vibrant culture. They visited iconic landmarks such as the Pyramids of Giza, the National Museum of Egyptian Civilisation, and the bustling Old Cairo markets of El Moez Street, where they honed their bargaining skills. The programme culminated in a closing dinner on the Nile, where students had the opportunity to captain the boat, creating lasting memories.

Associate Professor Maeve Houlihan reflected on the programme's success, stating, "This immersion week was a transformative experience for our students. They gained invaluable insights into the Middle Eastern business environment and experienced the rich culture of Egypt. The visit to the Irish Embassy was a particular highlight, emphasizing the importance of international relations and cross-cultural understanding."

UCD Quinn School extends its gratitude to the AUC faculty, speakers, hosts, and the UCD Business Alumni and Fearless Fund donors for their generous support, which made this enriching experience possible. This programme underscores the school's commitment to providing students with impactful global learning opportunities and preparing them for success in an interconnected world.