 |
 |
|
 |
|
|
Brochure
| Program Terms: |
January Term |
| Fact Sheet: |
|---|
| Minimum GPA: | 3 |
 Language(s) of Instruction:
|
English |
|
Other Eligibility Requirements:
|
Course Prerequisites |
Class Status:
|
Graduate |
| Open to non-GW students: | Yes |
Sponsoring Department:
|
Marketing |
| Program Description: |
|---|
Dubai, United Arab Emirates
Marketing in the Arab World (MKTG 6298) and In-Country Marketing Consultancy Project (MKTG 6290)
Is this program for me?
GW School of Business candidates as well as qualified graduate applicants from the Elliott School will enjoy a unique learning experience through a faculty-led study abroad program to Dubai, UAE. This program addresses issues on marketing strategy and market behavior in the Arab World by combining two marketing courses that focus on case studies, seminars, applied projects, site visits and guest speakers. Students will work on consulting teams to assist firms active or interested in entering the higher growth market of the Arab World. The Arab World collectively counts as the 9th largest economy in the World. This program begins with intensive pre-departure classes on Foggy-Bottom campus in December. Students then travel to the UAE in early January and return to Foggy-Bottom for post travel debriefing sessions after 12 days.
This six credit academic program integrates two courses on Marketing in the Arab World and In-country Marketing Consultancy Project. Marketing in the Arab World combines international marketing theory with regional Arab perspectives and cases, allowing students to better apply marketing concepts, frameworks and strategies to the Arab World Environments. This course will feature case studies, tools, and tips where students will learn how to design and analyze marketing programs, review successful marketing research and respect cultural sensitivities. While managerial implications for multinational corporations and domestic businesses of all sizes will be examined, the course will also integrate market insights relates to the Arab region and in particular to Dubai and the UAE. It will provide examples of winning strategies and best practices on doing business with this critical region to the global economy. Some of the areas addressed are challenges and opportunities in social media, marketing of services, and sustainable/socially responsible strategies.
The Marketing Consultancy Project portion of this study abroad program will give students the opportunity to gain an understanding of the scope, breadth, and challenges of an assigned project on marketing in the Arab World. Each student team will be required to develop a comprehensive analysis on an industry sector and an organization within this sector currently operating in the UAE. The overall purpose of this in-country marketing project is to provide students with an opportunity to investigate and understand the political, economic, social and technological forces (PEST Analysis) within the UAE cultural context of a given industry sector. This project is expected to focus on how to adjust marketing strategy decisions, brand messages, and brand architecture to capture the interest of local, regional, as well as global consumers.
Who Should Apply?
This program is open to GWSB MBA students, GWSB Specialized Master's students (including MTA, MSPM, ISTM, and ACCY), as well as graduate students from the Elliott School.
Calendar
Application Deadline:
October 24, 2012 @ 5:00pmDates On Campus:
- Pre-Dubai: December 7th (All Day); December 8th (All Day)- Post-Dubai: January 26th from 10 AM until 5 PM in Duques 254
Dates Overseas:
January 1 (afternoon) - January 11 (evening)
GW Professor
Dr. Salah Hassan,Professor of Strategic Brand Management
Email: hassan@gwu.edu
Course Pre-Requisites
Students interested in applying for this program must have completed the first core courses of the degree program corresponding to all first year courses for GWSB graduate programs. Serious applicants will be interviewed by the faculty director. This course is open to graduate students from the School of Business, as well as graduate students from the Elliott School.
Information Session(s)
- First Session: Thursday, October 4th @ 4:30 pm in Funger 320
- Second Session: Monday, October 8th @ 5:30 pm in Funger 320
- Third Session: Friday, October 19th @ 4:30 pm in Funger 520
More Information
Check out a YouTube video of the 2010 program here: http://www.youtube.com/watch?v=uetoLUNffZo
Helpful Links
Eligibility & Payment (GWSB Graduate)
Withdrawal & Refund Policy for Short-Term Abroad
Cancellation Policy for Short-Term Abroad
Health Insurance for Short-Term Abroad
Non-Participant Accompaniment
Questions?
International Education and Programs within the School of Business administers this course. If you have additional questions you may contact sbintl@gwu.edu or 202.994.1212.