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Dr. Gila Oren

The School of Business Administration

Gila Oren, PhD, is a leading Senior Lecturer, Head of Marketing Studies, and a faculty member of the School of Business Administration at the College of Management. She holds BA and MA degrees from the Hebrew University of Jerusalem, and a PhD from the Faculty of Management at Ben-Gurion University of the Negev (2015).

Dr. Oren brings over 20 years of experience in the marketing and advertising industry. She has managed research and strategy departments in leading organizations such as Gitam, BBDO, Keshet Broadcasting, NANA 10, the Channel 10 Internet site. She handled sectorial advertisement, served in branding committees and tender committees, and was a consultant for the Ministry of Education and numerous commercial and public companies.

Oren is a Yad Vashem graduate and is a Certified Guide to Poland. She serves as an official Yad Vashem guide, including leading IDF and security-forces delegations. Since 2009 she has been leading international groups on the March of the Living journeys to Poland.

The Heritage Sites Visitation Experience was the topic of her PhD dissertation, where she focused on visits to the Auschwitz- Birkenau death camp. This study integrated her managerial knowledge and experience and her Holocaust studies and teaching experience.

Oren holds professional qualifications from Yad Vashem and from the Auschwitz Museum including The Poland course, Auschwitz Seminar, and the Częstochowa seminar. She is on the Board of Directors of the Yad Mordechai museum. In addition, she is a member of OFEK, the Israeli Association for the Study of Group and Organizational Processes, which also researches the subject of victims and victimizers in World War II.

In her capacity as Head of Marketing Studies, Oren leads innovative initiatives designed to offer her students a comprehensive up-to-date curriculum. She initiates, implements, and leads professional pedagogic projects that equip program graduates with skills and capabilities that take them from academia to the workplace.

Oren’s main fields of research are the meeting points between tourism management and heritage, the visitation experience of heritage sites and the technological challenge of virtual tourism. She is currently involved in Second Generation research, examining the changes in their perception of the Holocaust and memory.
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