Title: Launching AI marketing solutions for small and medium enterprises in Morocco: a teaching case study

Authors: Rachid Ejjami

Addresses: Datacemia, 15 Rue A. Sitou, Bd Med V, 20000 Casablanca, Morocco

Abstract: This teaching case study explores HPT vocational training school's AI marketing department, managed by Moroccan teaching, business management, and vocational training expert Bouazza Bousalham. When COVID-19 hit in 2020, Bousalham, as managing director, pushed the board to create a new department and recruit three data scientists and two digital marketers. Their AI-driven strategies boosted admissions by the end of 2021, and the board tasked Bousalham with extending AI marketing to Moroccan SMEs in 2022. His initial failures in this endeavour caused staff uncertainty about the department's future. Bousalham needed to establish a recognisable brand, implement a strategic marketing plan, and develop comprehensive marketing strategies. Despite early setbacks, he persuaded the board to reassess the department's fate by late 2022, considering closing it or creating 'Datacemia', a new AI marketing firm. This case is insightful for management, marketing, and entrepreneurship students, highlighting AI marketing's potential and challenges in small business contexts.

Keywords: AI marketing; SMEs; marketing strategy; marketing plan; Morocco.

DOI: 10.1504/IJTCS.2024.137512

International Journal of Teaching and Case Studies, 2024 Vol.14 No.3, pp.276 - 292

Received: 17 Nov 2023
Accepted: 06 Dec 2023
Published online: 21 Mar 2024 *

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