Women's' entrepreneurship in the spotlight as the latest cohort of Zayed graduates advance their digital marketing ambition under Education for Employment and Zayed University Alumni Department partnership program, supported by Boeing

Dubai, United Arab Emirates; 10 October 2022 – Education For Employment (EFE), in partnership with Boeing and Zayed University Alumni Department, has marked the successful graduation of a fifth cohort of aspiring female Emirati entrepreneurs from its acclaimed Digital Marketing Program.

Launched in 2020, with the aim of equipping female graduates with critical digital marketing skills to enable them to enter the e-commerce world and realize their entrepreneurial ambition, the program has upskilled 86 young women to date.

Targeted at fledgling business owners, freelancers, job seekers and future leaders, the 22-hour online course follows an engaging and innovative training curriculum focused on a number of key e-marketing disciplines, including marketing plan development, strategic analysis and development, market research techniques, product or service positioning, competitor analysis, promotional tools and social media strategy.

Commenting on the importance of the program to the UAE, Dima Najim Managing Director, EFE, said: "We have such a rich vein of young female talent here in the UAE and the leadership has placed women's empowerment at the tip of the economic vision agenda. In today's increasingly digitalized world, to be able to successfully run a business in a knowledge-centric society and capitalize on online opportunities requires a dynamic 21st-century skillset.

"The graduates accepted onto this program represent a generation of future high achievers, who already have a business or startup, and are eager to take it to the next level. And past graduates have gone on to do great things."

Dr Khalid Al Khazraji, Vice President of Zayed University, remarked: "Our partnership with EFE and Boeing caps long-term objectives of certifying our graduates with the proper training and essential tools needed to venture into the private sector, which in turn complements the strategic national objectives. Youth empowerment is of great significance on the national agenda and is one of our major key performance indicators here at Zayed University."

At Boeing, we are committed to empowering women with the necessary skillsets required to pursue their entrepreneurial ambitions across all aspects of commencing a new business. Applying the ‘digital-first’ mindset is the way forward, and we are proud to be supporting a program aimed at driving success. We congratulate the graduating batch and encourage more alumni students to apply for a program crucial to the start-up ecosystem of the UAE,” said Kuljit Ghata-Aura, President of Boeing Middle East, Turkey, and Africa (META).

Asma Hamed, a participant, highlighted, "The training has given me the push and confidence to start my own business. It also gave me all the knowledge and fundamentals one needs to make a business successful, profitable, and ongoing". Asma graduated from University in 2021 and has always wished to open her own business. She launched @pitterbatter online (on Instagram), an online bakery store selling tarts, biscuits, and cookies. She adds, "Innovation and mindset are key elements of a successful business. Discipline and determination are essential, as every business has its ups and downs; therefore, giving up quickly will not lead to success". She was very creative while opening her business as she added, "Innovation is a necessary element, offering the audience a new creative product or service will grab more attention and success to the business. Hence, thinking outside of the box is major". Asma lastly thanks Education For Employment, Zayed University, and Boeing and encourages youth who are keen to open their own business but do not know where to start by enrolling in EFE's trainings.

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