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ABOUT AUD:

COMPANY BACKGROUND:

The American University in Dubai is a private organization of higher learning established in 1995. AUD's enrollment in 2014-2015 reached at the peak of 2,700 students. In Spring 2015, more than one hundred nationalities were part of the AUD undergraduate student body. AUD offers both undergrad and graduate degrees and Certificates in Middle Eastern Studies and Professional Teaching. Regardless of courses in their picked program, college undergraduates in all majors must take an educational module in Arts and Sciences such as Islamic Art and Architecture. Some of the accreditations of the AUD include the IAA accreditation (International Advertising Association); the UAE Ministry of Education (Higher Education Affairs); the accreditation board for Engineering and Technology; and the National Association of Schools of Art and Design.

STATEGIC FOCUS AND PLAN: 

         The focus of this marketing plan will be aligned with the mission and vision of the American University in Dubai EMBA Program.

 

Mission and Vision:

The mission and vision for the American University in Dubai EMBA program is “to connect global talent and build tomorrow’s leaders, immersing them in an inspiring, innovative learning environment. It is well-grounded conceptually yet focused on real-world applications, the program is globally relevant and locally sensitive”.

 

Goals:

The goals that the AUD EMBA Program seek to achieve within the next five years are as followed:

Non-Financial Goals:

  1. To mark the launch of the AUD EMBA  Program and position it as a key player in the UAE EMBA Landscape.

  2. To attract 15 students for the first intake.

  3. To  sustain the brand and student/firm interest for three years post launch, garnering 45 students by year 3.

  4. To attract firms to encourage their employees to register for the AUD EMBA program.

  5. To be in the top 5 EMBA Programs in the UAE.

Financial Goals:

  1. 975,000 dhs resulting from obtaining 15 students in the first year at 65,000 dhs tuition price.

 

Figure 1

 

 

Core Competency and Sustainable Competitive Advantage:

In terms of core competency, the AUD EMBA program will highlight on its unique features it offers. It is different than an MBA program  in the sense of timing format (full time vs. part time), levels of work experience (little vs. substantial), career orientation (career change vs. career progression), and dynamic levels of engagement.  Other unique features of the AUD EMBA include:

  1. Cutting edge content (AI, blockchain, internet of things)

  2. Personal reinvention (coaching, leadership development)

  3. Teaching more than just the bottom line (community, societal awareness)

  4. Designed and developed with Cornell, faculty from Harvard, Oxford, Cambridge, etc.

 

To be able to translate these core competencies  to prospective students, AUD EMBA Program will work closely with local firms  and businesses to sponsor the program and create encouragement for their employees to register for their EMBA. AUD EMBA will seek firms in the businesses and technology industry as well as local organizations that could benefit from employees returning for further education. Ultimately, firms and employees that partake in an EMBA Program benefit from up to date knowledge that trickles up from employees and reflects on the business as a whole. The various learning outcomes provided by the AUD EMBA Program are as followed:

  1. Research complex  problems and formulate solutions within a dynamic business setting.

  2. Design high performance  management practices to lead people and enhance  organizational performance.

  3. Communicate business strategies and executive ideas in an effective manner, both orally and in writing.

  4. Evaluate the global context of business while leading the organizational entities.

  5. Recognize the ethical and social implications of business decisions.

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