Mr. Al-Masri presented the success story behind establishing “Ala Al-Tareeq,” which began as a simple idea and evolved into a distinctive brand in the café industry through innovative marketing vision and well-planned strategies in brand building and customer relationship management.

During the session, he discussed the digital marketing campaigns that contributed to the brand’s expansion, emphasizing the importance of effective communication with audiences through digital platforms. He highlighted how creative marketing can create a comprehensive experience that goes beyond the product itself and builds long-term relationships with customers.

The session witnessed strong student engagement, with participants showing interest in the details of the experience and raising questions about brand development, digital marketing strategies, and managing advertising campaigns via social media.

At the conclusion of the meeting, attendees expressed their appreciation for Mr. Al-Masri’s experience, which represents a successful model of entrepreneurship based on passion, innovation, and strategic vision.

This activity comes within the Faculty of Business and Communication’s vision at An-Najah National University to enhance the integration between theoretical knowledge and practical application, and to enable students to engage with entrepreneurs and industry experts to gain real-world experience that prepares them for the modern labor market.