Muscat – Through strategic communication, active student and faculty engagement, and a commitment to sustainable development and innovation, MCBS is using the forum as a platform to reinforce its leadership in higher education within Oman and beyond.

This comprehensive interview with Dr Arwa A. Al Hinai, Director of Communications at MCBS, reveals how the institution is aligning its long-term vision with global academic trends, while emphasising its Omani identity and commitment to impactful educational collaboration.

1. How does the Modern College of Business and Science (MCBS) view the importance of its participation in the QS Africa Forum 2025 in terms of enhancing its institutional standing and international relations?

MCBS considers its participation in the QS Africa Forum 2025 a significant opportunity to enhance its presence on the international academic stage. This involvement allows the college to showcase its progressive educational vision and academic achievements to a broad network of leading educational institutions. It also provides a platform to explore academic and research collaboration opportunities with African and international universities, thereby expanding the college’s institutional network in alignment with its strategic goals.

2. What are the main goals the college aims to achieve by hosting this forum?

The college aims to achieve several key goals, including reinforcing its status as a leading educational institution in the region and highlighting its progress in higher education and research. It also seeks to explore opportunities for academic cooperation with participating institutions, such as joint programmes and educational exchange, and to emphasise its role in serving the local and regional community through outstanding academic programmes and research initiatives aligned with sustainable development.

3. What communication strategy has the college adopted to highlight its role and presence at the forum?

The college adopted a comprehensive communication strategy that includes developing diverse media content reflecting the institution’s identity and educational vision. It focused on producing high-quality media materials that showcase the college’s achievements and distinctive programmes by utilising various social media platforms to reach a broad audience. The strategy also included awareness campaigns to highlight the significance of the forum and MCBS’s role in hosting it, while emphasising the college’s core values in higher education and research.

4. How has the Communications Department contributed to building media and marketing partnerships with QS before and during the event?

The Communications Department has worked closely with the QS team, ensuring continuous coordination and effective exchange of information and media materials. Special attention was given to aligning joint media messages and developing promotional content that reflects both parties’ objectives. The department also organised media coverage activities during the forum and documented key moments and events to support future institutional communications and amplify media impact.

5. How was the historical and cultural relationship between Oman and Zanzibar integrated into the forum’s media messaging?

The long-standing historical and cultural ties between Oman and Zanzibar were effectively used in the forum’s media messaging. This shared heritage was highlighted as a strong foundation for contemporary cooperation in education and culture. It distinguished Oman’s participation and added cultural depth to the forum, reflecting the region’s rich civilisational diversity. This approach created an inspiring narrative on how historical and cultural relationships continue today through academic and educational collaboration.

6. How does the forum’s theme align with the college’s vision and communication messages?

The forum’s theme, “Innovation, Skills Development, and Sustainable Strategies to Empower the Next Generation in Africa,” closely aligns with MCBS’s vision and educational mission. It reflects the college’s strong commitment to promoting scientific research, knowledge transfer, and empowering students through high-quality education that keeps pace with global changes. It also underscores the college’s role in preparing generations capable of contributing to sustainable development both regionally and internationally, making its participation a natural extension of its core values in higher education.

7. What tools and channels were used to ensure the college’s messages reached both regional and international audiences?

MCBS utilised a variety of communication tools and channels to reach target audiences both regionally and internationally. The strategy emphasised the use of social media platforms to engage higher education professionals and stakeholders, alongside traditional channels like press releases and expert articles. Multimedia content, videos, audio, and written materials, was developed to ensure impactful delivery, tailored to each platform and audience. Internal communications were also prioritized to keep the college community consistently informed about the forum’s updates.

8. How were students and faculty involved in promoting Omani participation?

An inclusive engagement programme was developed to involve all academic community members in promoting the forum. For students, interactive activities and creative competitions were organised to encourage their involvement in producing promotional content. Faculty members participated in developing academic content and contributing to scientific events during the forum. This participatory approach fostered a sense of ownership and shared responsibility among all academic stakeholders.

9. Is there a plan to document and evaluate the media impact of the college’s participation?

Yes, a comprehensive plan was established to document and assess the media impact using various tools and indicators. This includes monitoring and analysing engagement across media platforms, evaluating the reach and influence of campaigns, and collecting feedback from participants and audiences. The plan also involves assessing the long-term impact on the college’s reputation and academic standing. These insights will inform the college’s future communication strategies.

10. How can this participation be leveraged to build sustainable academic partnerships?

The forum represents a vital starting point for MCBS to build long-term academic relationships with participating institutions. The college aims to explore collaboration opportunities in research, academic exchange, and program development. It seeks to leverage the network established during the forum to develop future cooperative projects aligned with shared interests and the college’s strategic vision.

11. What is the central message the college aims to convey through the forum?

MCBS aims to communicate a clear message of its commitment to academic excellence and its active role in developing higher education in the region. It emphasises the college’s ability to blend local heritage with international standards in education and research, showcasing its achievements in community service and sustainable development. The college also aims to affirm its readiness to contribute positively to regional and international educational initiatives that promote the development of higher education.

12. How will the forum’s outcomes and media momentum be used to elevate the college’s profile?

The college plans to capitalise on the forum’s positive outcomes and media coverage to enhance its academic and media presence. Achievements and partnerships from the event will be documented and used in future promotional campaigns and academic ranking applications. This will also contribute to the overall development of the college’s media content. Furthermore, efforts will be made to sustain the media momentum by maintaining and activating relationships and partnerships formed during the forum.

13. Do you view the forum as a launching point for broader strategic relationships?

Yes, hosting the forum marks the beginning of a new phase of growth and development for MCBS at both regional and international levels. It has opened new horizons for collaboration and partnerships with diverse educational institutions, offering promising opportunities for academic and research advancement. The forum also enhances the college’s presence in international academic circles and its contribution to global dialogue on higher education and sustainable development—fully aligned with the college’s future vision and community service mission.