About Mohamed Hilal Group 

MHG is a contemporary collection of progressive luxury brands, boutique retail, and e-commerce brought to life by profoundly passionate founders, employees, and partners.

Hilal Group began in 2001 as a foundation for the existing passion and obsession for perfumery. Today, they have over 120 shops in the GCC and continue to strive for innovation. Each brand is a new and creative expression of different facets of the mind, heart, and soul, bringing scents to life with high-quality, sensational top, middle, and base notes.

MHG’s mission is to create emotions that touch and scent 8 billion lives. This we achieve through our sensorial brands, inclusive culture and progressive thinking.

About College of Business Administration

The UoS College of Business Administration (CoBA) was founded in 1997. It offers undergraduate programs with majors and minors in Management, Marketing, Human Resource Management, Supply Chain Management, Accounting, Economics, and Finance. CoBA also offers DBA, EMBA, MBA, and MSc in Business Analytics programs. In 2017, it obtained AACSB accreditation. In 2022, CoBA was ranked 2^nd in the UAE and between 176–200 in Business- and Economics-related topics worldwide by Times Higher Education. CoBA’s EMBA program was ranked 2^nd in the region in 2021.

Overview:

MADA is a marketing competition hosted by the College of Business Administration at the University of Sharjah in collaboration with the Mohamed Hilal Group with the aim of showcasing students’ talent and fostering collaboration with leading industry partners.

Objectives:

1. Provide students with practical marketing experience through real-world challenges, enabling them to utilize their creative marketing skills while competing for a valuable cash prize and gaining hands-on experience.
2. Create opportunities for engagement with homegrown brands, leading to valuable exposure and potential career prospects.
3. Strengthen the University of Sharjah’s reputation as a leader in marketing education in the UAE, demonstrating its commitment to fostering talent and innovation and its role in developing future marketing professionals.
4. Offer MHG fresh perspectives and creative marketing solutions from emerging talent while highlighting their progressive thinking as a group committed to making a positive impact on the community.

For this second edition, the competition will invite students to prepare a unique integrated marketing campaign to promote Khaltat Perfumes, one of the perfume brands owned by the Mohamed Hilal Group, to customers aged between 18-30 years in the UAE.

The competition will run in two rounds:

Round 1:

1. Full-time university students will be invited to register for the competition and submit an original campaign to promote Khaltat Perfumes.
2. A prescreening will be conducted to determine the teams that will proceed to jury evaluation.
3. The jury will choose the best five campaigns to advance to Phase 2.

Round 2:

1. The five shorted-listed teams will be provided with a budget to fine-tune their marketing campaigns and implement them over a period of 7 days.
2. The top three winners will be selected based on the performance of their campaigns, measured against the provided KPIs.

Khaltat Perfumes:

Khaltat represents Love … the focus is on feelings, emotions, and personal attachment. Born in 2012, Khaltat is a unique perfume brand reflecting the international language of LOVE. Blending emotions with scents, the brand offers a selection of modern fragrances, body lotions, ouds, and gift sets for perfume enthusiasts.

Khaltat offers a unique range of trend-setting scents that will seduce all types of emotions. Their fragrances are designed by sensitive love, passionate perfumer who can make the most of both traditional oriental notes and international affections.