Abstract
Therefore, a university should be able to distinguish itself by focusing on factors which students consider locally, instead of known common aspects which over universities overseas consider for their students. Two surveys were conducted highlighting the decision factors. Secondary research created the foundation for the primary research targeting Dubai-based students. In total, 75 current and 220 potential students participated in the survey, where demographics, factors, and preference of university location were examined. To analyze the data, the mean analysis and MANOVA were used. Also, an integrated marketing communication (IMC) analysis of the brand was conducted. The researchers observed a significant difference between Dubai and the global market. Results reveal that majority of the students consider degree recognition as the most important aspect of their education, followed by career after graduation, academic excellence, and practical approach. There was no direct correlation between the location and a final decision to join. The list of recommendations was created to enhance the IMC practices in the niche market, including conventional and digital marketing, events and PR. One of the limiting factors of this research can be considered the diverse sample of respondents (nationality, curriculum, residency location). This research serves as a foundation for marketing campaigns for Dubai universities and can contribute to the strategic roadmap by focusing on prime factors affecting students’ decision.
Highlights
The economic environment affects the business and plays a critical role in its success
The second section “Literature Review” describes international case-studies of various universities on factors, which are important to the students to decide to join an institution, the summary of research papers is provided with in-depth analysis of the market in Dubai, using the open data from the government authority (KHDA)
Few important outcomes of the provided analysis include the following statements: · Location is not considered an important factor for students’ choice; · Prospect students consider JLT and Knowledge Village as the more trendy location for studies compare to Academic City; · The DIP area is the last in their choice of university location; · Majority of the students consider Degree Recognition as the most important aspect of their education, followed by Job Opportunities after graduation, Academic Excellence and practical approach to teaching; · Importance of Academic Excellence showcased on an average response 4.52 for Group A, 4.47 for Group B and 4.43 for Group C
Summary
The economic environment affects the business and plays a critical role in its success. The following will be required in order to meet the objectives of this thesis: a) perform a literature review of case studies of various business schools worldwide; b) perform a survey within a student population and cross-examine the result with a survey within applicants’ body; c) compile an analytical report to identify the primary trend of university choice. The second section “Literature Review” describes international case-studies of various universities on factors, which are important to the students to decide to join an institution, the summary of research papers is provided with in-depth analysis of the market in Dubai, using the open data from the government authority (KHDA). Two comprehensive surveys were conducted with existing students of the university (who already made their choice to study at MODUL University Dubai) and potential applicants/school students in the UAE.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
