Meet the Faculty



Prof. Ridha GOUIA is a professor of Economics at the University of Tunis-El Manar where he received a Doctorate (PhD) in Science of Economics.


He started his career as a Professor at «Faculté des Sciences Economiques et de Gestion de Tunis» in campus of Tunis. He never quitted teaching and supervising Master and theses.
Currently, he is the Director of APBS.

Ridha’s key qualifications are in the area of industrial Economy, Foreign Direct Investment (FDI), Macro-Economy, Economy policies, Microeconomy, Development.

He is the author of many research studies published in different Journals. He is the General Secretary of «Association des Economistes Tunisiens (ASECTU)». He was the head of the Groupe de Recherche sur l’Entreprise et la Production (GREP) in the University of Economic Sciences, Campus of Tunis. He is the author of three books in Science of Economie: «Phase du capitalisme et théorie économique», «L’Industrialisation des pays du Maghreb et IDE» and «Les Alliances industrielles dans les pays du Maghreb», in French.

Ines BEN OTHMAN – PhD and expert in marketing research and content strategies.

Ph.D. in marketing from the Faculty of Economics and Management of Tunis, with a broad teaching experience in both business and engineering schools, allowing her to develop an innovative pedagogical approach based upon interactivity and critical design thinking.


Currently teaching at AvicennePrivate Business School, graduate and postgraduate levels, topics with main focus on marketing and management. Also coordinator of Innovation Hub of Apbs, a school club dedicated to entrepreneurship and digital marketing.

Very passionate and determined with an outstanding communication, project management and presentation skills, in addition to, a particular expertise in business development and content marketing via the presentation of effective sales pitches relating to educational programs.

Has also worked on several projects and helped companies in the service field, with their market research studies and their marketing strategies elaboration.

Dr. Leïla CHEBLI – Teacher-Researcher

PhD in Management Sciences specialized in Marketing, Teacher-researcher with pedagogic experience for more than two years at Avicenne Private Business School (APBS) and more than seven years of teaching at the Higher Institute of Commercial Studies of Carthage (IHEC-Carthage), where she started her professional experience.


She teaches, creates courses and tutorials of various content in Management Sciences subjects for different levels of License. She assumes the role of coordinator and participates in the constitution of the exams to students.

Her scientific activities and research focuses mainly on the emergence of new techniques of non-media communication; Strategic Marketing; Proximity Marketing; International Management; Strategic Management; New managerial practices; Entrepreneurship; Corporate Strategy; Organizational Behavior; Management and leadership…

Her research has allowed her to participate and contribute to several scientific conferences, where she presented various papers at national and international congress with a reading committee. She is also the author of several papers published in scientific and international journals, in collaboration with other Teachers-Researchers in Management Sciences.

In addition to her teaching activity, she animates research seminar sessions, whose objective is the coaching and evaluation of students in the realization of their work of entrepreneurial projects. She is also in charge of some workshops and she is a certified a pedagogic coach to support students in the main departments of MIRAQS Training Company.

She realizes some activities by getting involved in university life, like event communication and the organization of scientific events, as well as, coaching activities and the participation in juries of Master’s degree evaluation.

Kamel Sellaoui, CPA, CISA


Ernst & Young IFRS Trainer and IFRS specialist. Trained Ernst & Young clients on IFRS standards and local GAAP (2008-2009). Key member of an Ernst & Young IFRS Publication: «IFRS for SME’s and Tunisian Local GAAP comparison».


-Ernst & young IT Auditor and Data analysis Trainer (Gamx, global analytics and Audit Analytics)
-Supervised audit teams of several key clients with a turnover of more than 100 Million USD ( ETAP : 700 M$, ENI BV & BEK :380 MS, CPC : 320 M$, Total Tunisia : 230 M$, Amen bank : 180 M$, Sanofi : 120 M$, Faurecia : 110 M$). Conducted IT audits for major ERP of clients

Asma Zedini – PhD in economics

Asma Zedini holds a Masters degree in statistics from the university of Geneva in 2007 and a PhD in economics in 2016 from the High Institute of Management of Tunis. She has a significant teaching experience in management, economics and statistics courses.


Asma‘s research areas are related to welfare economics and applications of statistics to business and economic decisions. She has published original research articles in many journals like journal of statistical planning and inference (2010), review of income and wealth (2015) and fuzzy sets and systems (2016).

Asma Zedini is also a confirmed professional with an experience of about 10 years as a statistician, a research project manager, and a team leader in marketing research agencies like 3C Etudes and El Amouri Institute. She took part at several projects on behalf of local (Orange, Sancella, Sotuchoc, Sanofi Aventis-Tunisia) and international clients (Ipsos Mori,ScandInfo, Nielson bases, GTZ), performing data analysis and reports writing.

Senda Belhaj Slimene – PhD in Finance

Ph.D in Finance, High Commercial Studies Institute of Carthage, 2018. A three years teaching experience in different business schools.


She first started her career in Tunis Business School where she gave courses of International Financial Management and Management of Financial Institutions. She also supervised many senior projects.

She values the role of IT nowadays and always tries to combine it with finance through the use of softwares during her courses.

Focus areas: Companies Financial Performance, International Finance, Portfolio Management

Aymen Ammari – PhD in Business Finance, Senior Data Analyst& Assistant Professor

PhD in Business Finance (2017), Master of Research in Banking and Finance (2012), Master’s Degree in Banking and Financial Economics (2009), Baccalaureate in Mathematics (2005).He started his career as Econometrics Consultant with UNCTAD. Data Analystand Researchers at IPAG Business School – Nice Lab.Currently, he is anAssistant Professor at APBS – Avicenne Private Business School Tunisia.


Aymen’s key qualifications are in the area of • Econometrics & data analysis • Trade and economic development •Business Finance •Corporate governance • Banking Governance • Entrepreneurship • SME management.

He is the author of many research studies published in top ranking Journals (Applied Economics Letters [CNRS4], Journal of Business Research[CNRS2]… )

Aida Charfi – Finance specialist

A rich teaching experience of fifteen years in the finance field in various Business schools notably ESSEC Tunis for more than five years.


She conducted research in the banking field particularly bank governance and banks performance evaluation.

She has been teaching at APBS for five years where she has taught different courses such as financial management, financial decisions, financial mathematics, international finance and management control.

Dr. Mohamed Karim AZIB – Teacher-Researcher and Management Consultant

Dr. Mohamed Karim AZIB is Assistant Professor in Management at the University of Tunis El Manar. Currently, he teaches at the Faculty of Economics and Management of Tunis (since 2001) and at the Avicenne Private Business School (since 2016). He was an Internal Auditor (1998-2001) in a public company operating in the transport sector.


Since 2013, he collaborates with the National School of Administration of Tunis in the training of the Tunisian public administration executives (middle and senior management) operating in the various ministerial departments and local authorities on topics related to public management, human resources management, administrative leadership and decision-making, prospective and strategic planning.

His areas of expertise and centers of interest in teaching (courses and tutorials), research and supervision (Project Graduation and Masters) focus on topics related to managerial practice such as: business environment, governance, ethics and social responsibility, organizational behavior, performance, change management, innovation, knowledge management, audit and management control, strategic management, leadership practice, entrepreneurship, human resources management and management of small and medium-sized enterprises.

PhD in Management Sciences, his research activity (articles and communications) focused on the managerial system and the institutional framework of public and private organizations, the issue of decision-making in local authorities, the challenge of the evolution of Public Manager’s job, the strategic behavior of companies and the realization of principles of good governance.

He is a founding member of the Tunisian Association for Strategic Intelligence (ATIS) and a member of the Research Laboratory “Applied Research in Business Relationships and Economics” (ARBRE, University of Tunis).

Wissem Ben Marzouk, Marketing expert


Wissem Ben Marzouk currently teaches at the Higher Institute of Commerce and Accountancy of Bizerte and APBS.His educational and research efforts have focused on the teaching of international marketing, intercultural marketing, marketing strategy, market research, marketing audit, and competition strategy.


In addition, he has supervised industrial projects implementation, particularly in the food industry, and has accumulated experience in identifying marketing opportunities for export of food products in Canada and Tunisia. He has been working for the government of Alberta (Canada) on international marketing research.

His main research field is focused on the Institutional Lobbying Strategies, Competitiveness and Export Performance of SMEs. Wissem Ben Marzouk has published in several academic conferences and journals such as Academy of Marketing, communications of IBIMA, Journal of Economics and Management, Research Unit of Marketing Conference. His Research Topics are:
– Marketing Strategy for export
– Export Performance Measurement: A reflective or formative approach
– Export Competitiveness
– Institutional Interaction and exporting SME
– Legitimation management and institutional lobbying
– Export promotion programs
– Psychic and cultural distance
– The instrumental use of the export information
– The Intercultural Marketing
– Structural Equations Modeling based on PLS ( PLS – SEM )

Mohamed Araar, Head of Department, Central Bank of Tunisia

Is a Head of Department at the Central Bank of Tunisia in charge of operational risk (International Finance) and certified from the Reserves Advisory and Management Program (RAMP) from the World Bank


He holds a Masters’ Degree in Islamic Banking, Finance and Management with distinction from Markfield Institute of Higher Education (MIHE) /Gloucestershire University, UK (in march 2012)
He has authored a dissertation ‘Unlocking the potential of Sukuk in support of economic development: Tunisia Case Study’.
He is a fellow of the Institute of Islamic Banking and Insurance IIBI, London
He is a member of the academic committee in the Tunisian committee of Islamic Finance COFIT, a body which promotes the Tunisian Islamic finance Industry.
He has been a delegate, speaker and participant at international Islamic finance conferences, seminars and workshops related to Islamic finance framework and potential issuance of sovereign Sukuk in Tunisia

Imen ktari – Ph.D in English Language Studies

Imen ktari got her agregation degree in English language studies from the Ecole Normale Superieure and her Ph.D from the Faculty of Letters and Humanities, Sfax. She has a nine-year-teaching experience at different universities and institutions.


She has been teaching at APBS since the university year 2016/2017. She is also a member of the master committee in translation at ISLAIB, Beja and a member of the academic association SYFLAT.

She is a writer of many publications (articles, book chapters, online journals, etc.), as well.

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