Our AUD EMBA promotion is conducted around a central theme. This theme is present in the pre-launch, launch, and post-launch campaigns. In each print, TVC, or radio ad, one can notice a central "myth" that follows through.

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CREATIVE PLATFORM 

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Issue to be Addressed:

 

 

Deduced from our research, in the industry analysis section above, our team has analyzed the EMBA class population in the UAE. According to the information we found, only 27% of average EMBA classes in the UAE are women, and 73% of men. We felt as though this number could be increased. We took this further by issuing surveys that are aimed to confirm the reasoning behind why more women aren’t joining these EMBA programs.

 

According to these surveys, we’ve deduced:

 

When the word "CEO" is mentioned, one is programmed to automatically think "suits" "ties" "male figure", ESPECIALLY in this part of the world, where society is conditioned to think of a male as an authority figure. We wanted our campaign to pick at this issue and and tackle the status quo by showcasing signs of equality- empowering women and men alike to step forward and rise the corporate ladder.

 

In order to avoid controversy, we decided to combine it with the mission statement of AUD’s EMBA: to equip executives to thrive as transformational leaders in a global business environment continually impacted by innovation and disruptive change. Especially in a city like Dubai, which is the face of innovation and technology, AUD has a unique advantage to forecast and respond to trends and innovations that affect the global business environment.

 

 

Communication Objectives:

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We want to raise awareness by indicating that AUD’s methods go way beyond the book in terms of its non conventional teaching, modern curriculum and futuristic aspects we want to imply that that graduating students can go out and change the world, add value to themselves and their companies, and even society as a whole. We also want to create preference in the region, as It's an unconventional EMBA program that'll empower them- not just academically, but personally as well- they've acquired skills beyond the book due to AUD's ways of teaching.

 

 

Target Audience:

 

Prospective AUD EMBA students include those at career level. By career level, we intend to target those who have been in the working environment for a minimum of 6 years, with an average of 11 years. In terms of demographics, we’re targeting local Emirati, Non-western expats (as they are the largest group), and Western expats. In regards to psychographics, the EMBA would be most desirable for those who are motivated in terms of their personal development, career growth and knowledge.

 

 

USP/Compelling Benefit:

 

A main compelling benefit is that AUD’s EMBA is different and unlike any other as its goals is to provide students with cutting-edge concepts and knowledge, hone and leadership skills and instill societal awareness in our participants- which is beyond conventional lecture methods that other universities have.

 

Another USP for AUD’s EMBA is that it’s green campus located in Media City, Dubai. Kind of like an educational oasis in the midst of a concrete jungle. This gives AUD a unique advantage to forecast and respond to trends and innovations that affect the global business environment.

 

 

Creative Strategy:

 

We’ve decided to integrate AUD’s USP which is: its green campus in the midst of a technical hub- known as Dubai and it’s unconventional lecture methods which is to provide students with cutting-edge concepts and knowledge, hone and leadership skills and instill societal awareness WITH the creative strategy- being empowering people- men and women alike- to step forward. Since unconventional learning + AUD’s Campus= the perfect EMBA, our creative strategy is to deliver an aspirational appeal by utilising stories from motivational leaders, moreover, we also want to take the humor appeal by using the AUD crows that the AUD campus is saturated with. 

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Theme: Throughout our entire campaign, we want the “What’s Stopping You?” empowerment to both men and women theme to be reoccurring. Whether it’s in events, brochures, ads, or radio ads, this motivational theme should shine through. Our black and yellow, motivational theme will also be reoccurring throughout the campaign. Yellow is the color of hope and motivation while black promotes elegance and sophistication.