Lindner marketing student tackled desertification, water scarcity with capstone project
University of Cincinnati marketing student Mohamed Abaid, MS ’24, partnered with Libya’s Ministry of Agriculture to address two of the country’s most pressing environmental challenges, desertification and water scarcity, as part of an innovative capstone project.
The collaborative enterprise aims to empower rural farmers through the promotion of drip irrigation systems and reforestation efforts, driving sustainability and environmental conservation.
“There's a hopeful future for our climate. There's a way for us to be sustainable and self-reliant around our own agriculture. We don't have to import everything from the outside and we can't always rely on oil,” said Abaid, who is pursuing a master's degree in the Carl H. Lindner College of Business.
“There are many different ways we can make money from agriculture and ways we can improve this country. I love my country and that is something that comes with it.”
Mohamed Abaid, MS '24.
The project’s core focus was to develop a robust marketing strategy that increased the adoption of drip irrigation systems. By leveraging government partnerships and actionable insights, the project aimed to empower farmers and drive environmental conservation.
Abaid conducted extensive research to inform his project, identifying cost, awareness, and technical challenges as key barriers to adoption.
“I took a market research class and benefited a lot from different ways to research and different surveys. That's where I learned Qualtrics, and that was really beneficial for my research.”
Abaid employed a segmentation-targeting-positioning approach, identifying rural farmers and agricultural stakeholders as the primary audience. Tailored awareness campaigns, financial support initiatives and education programs were designed to increase trust, adoption and sustainable farming practices.
Based on the insights he gathered, Abaid developed a plan that aligned with the 4 Ps of marketing: product, price, place and promotion. This included tiered pricing models to lower the entry barrier for farmers, community-targeted campaigns showcasing successful outcomes, and enhanced digital outreach for education and farmer engagement.
“Mohamed is deeply committed to advancing Libya’s prosperity and creating meaningful change for its people. His dedication to his capstone project led to an opportunity to present his program to the Libyan government, resulting in a successful investment in water exploration,” said Associate Professor-Educator of Marketing Dianne Hardin, who provided support and mentorship to Abaid throughout the project. “I am sure that his visionary efforts will continue to drive impactful progress and be widely recognized.”
Always make sure you have someone that's there to support you. Always make sure that you just don't give up. Don't stop working towards your goals. Some way, somehow, you will find a way to finish.
Mohamed Abaid, Lindner College of Business student
Now a two-time Lindner graduate, Abaid is continuing to see his project through, presenting his findings to the Central Bank of Libya. Abaid seeks to receive funding to plant 50,000 trees in 2025 with the hope of an additional 100,000 in the following year.
Abaid reflected positively on his MS marketing experience and the people he met along the way that helped him to thrive and succeed.
“The overall MS marketing experience for me, was a lot of fun. I got to meet a lot of people. I received a lot of support and help. I think that’s what makes it one of the best programs,” said Abaid. “My experience thus far is the people that are working on the program are really passionate.”
For other students seeking to pursue their master’s in marketing, Abaid has poignant advice:
“Hard work, perseverance. Don't give up. I went through a lot of things in this project. Dianne Hardin was definitely my biggest supporter. Always make sure you have someone that's there to support you. Always make sure that you just don't give up. Don't stop working towards your goals. Some way, somehow, you will find a way to finish.”
Featured image: Tree saplings being planted. Photo courtesy of Adobe Stock.
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