|23 June, 2019

Oman Tourism College's students collaborate with SME to offer marketing strategies to expand business

During the course of the case-study, the students undertook widespread market research to recognize and understand customer insight

Oman Tourism College's students collaborate with SME to offer marketing strategies to expand business

Muscat: Oman Tourism College (OTC) students recently collaborated with the fledgling SME Qandeel Food Truck in a bid to augment their marketing portfolio. Three students from the OTC Tourism Marketing program, namely, Zuwaina Al Harthy, Yusra Al Zakwani, and Atheer Al Ghaferi, designed a range of marketing activities for the business under the guidance of the marketing lecturer, Wafa Al Buraiki. Providing a streamlined hands-on approach, these endeavours are aimed at familiarising students with routine marketing strategies and allowing them to implement their academic knowledge garnered at OTC to help Qandeel Food Truck achieve its business goals.

During the course of the case-study, the students undertook widespread market research to recognize and understand customer insight, based on which, marketing recommendations were put forth to boost the brand and attract both locals and tourists. Promotional activities included customer engagement drivers on social media through ingenious marketing material, further enhancing graphic design skills of the students.

Commenting on the success of the students, Dr Abdulkarim Al-Mughairi, Dean of OTC said, “We strongly believe that practical hands-on knowledge conveys realistic information on latest industry standards for a more well-rounded approach towards educating our pupils. Such collaborations equip students to understand business practises through measured results and develop their entrepreneurship skills to be ready to join the professional world when they graduate.” 

Initiated by Hani Al Wahaibi and Hanadi Al Sheikh, Qandeel Food Truck is an innovative Omani entrepreneurial start-up offering home-made fusion Omani cuisine with locally sourced ingredients. The mobile business unit is located in the heart of Muttrah Corniche and targets tourists as one of the primary segments of the market. With the heightened awareness, due to OTC marketing students’ recommendations and activities they carried out, Qandeel expanded its working hours to cater to the increasing demand of customers.

Commenting on the contribution of the apprentices, Hanadi Al Sheikh, Owner of Qandeel Food Truck said, “We would like to express our heartfelt gratitude to the students from OTC who worked diligently towards helping us establish our brand through their extensive market research and astute recommendations. They have helped create further value for our customers, which has in turn built our repeat customer base and engaged potential customers.”



Oman Tourism College (OTC) was established in 2001 and is located in the heart of Oman’s capital, Muscat, opposite Muscat International Airport. The College, the one and only educational institution in the Sultanate specializing in tourism and hospitality, offers programmes and courses aimed to develop human resources for the growing tourism, hospitality, events and related sectors. As part of OMRAN’s portfolio of companies, OTC’s mission and vision are in line with the Oman Tourism Strategy, with the clear objective of OTC playing its part in providing a well-trained and qualified workforce for the Sultanate in the tourism, hospitality and events sectors. 

Students can study for their undergraduate degrees in the fields of Tourism and Hospitality Management, Event Management, Tourism Marketing or Business Enterprise with pathways in Service Management or Innovation and Entrepreneurship, which are delivered by using state-of-the-art equipment and facilities, many of which are unique to the OTC. A range of professional development and vocational courses which can be tailored to meet the particular needs of clients are also included in OTC’s portfolio.

Students of OTC can enjoy an international learning environment, while strengthening the Sultanate’s tourism industry with an enthusiastic and forward-looking workforce. Staff from 16 different nationalities, moderate study fees, part-time and full-time study options or language modules in French, German or Russian are just some of the assets of OTC. All undergraduate programmes are quality approved by Dublin Institute of Technology (DIT), Ireland.

For media contact:
Christiane Salem
Talks International
M: 96217585

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