CUSTOMER ANALYSIS
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In terms of customer analysis, this section describes the characteristics of customers expected to enroll in Canadian University Dubai and the Academic concerns in the UAE.
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Customer Characteristics
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Demographically, people who are enrolling in the Canadian University Dubai are either fresh graduates that have lived in Dubai their entire life, people that come abroad internationally from a different region such as Asia, Africa, or Europe and working adults that are looking to complete their Masters. Due to cultural differences in the UAE, the parents usually have more of a say in what their kids usually study. Therefore, the campaign should target both the parents and students male and female that are aged 15-19.
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Students
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Education has now become a top priority in the UAE in which the Government is now allocating a significant share of the federal budget each year to the development of the education system to make sure the Educational qualities in the UAE improve. 83% of people aged 25 in the UAE population have completed a lower secondary education in 2018 while 70% have completed an upper secondary education. Also, the UAE has an almost equal level of secondary education completion between men and women with only 5-6% more completion by Men (Santandertrade.com: 2021).
The majority of students/youth in the UAE spend around 4 hours a day dedicated to leisure time after a long day in school. The top three activities that these students usually do are, using the internet (34%), relaxing (10.9%), and spending time with family (15.8%). Then less popular activities such as TV/Music (9.9%), spending time with friends (9.2%), sports (5.1%), reading (7.3%), volunteering (0.7%), playing electronic games (4.1%), and participating in hobbies (2.9%) follow. The average time spent on the internet alone was around 2 hours 57 minutes daily, while the top three most used social media platforms in the UAE are YouTube, Facebook, and Instagram. (globalmediainsight.com: 2020). The weekends give the students a little more time to spend having fun which means it could include activities such as going out with the family or friends. Places such as cinemas, parks, malls, restaurants, cafes, theme parks, gaming centers are all places that students usually hang out in the UAE.
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Parents
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The range of tuition fees for a regular bachelor’s degree in the University ranges from AED 60,000 to around AED 70,000 yearly for around 4 years. Then the undergraduate program costs around AED 80,000 yearly. The average salary yearly in the UAE for a decent job would be around AED 114,000 yearly according to PayScale.com, which makes the tuition fees look quite expensive.
Consumers here in the UAE are one of the most diverse in the Middle East with only 11.5% of the population being Emirati and the rest being ex-pats. Most of these ex-pats usually come from South Asia, Iran, East Asia, and the West. The UAE population has reached around 9.9 million people in 2020 and the demand for Education has increased highly Consumers here in the UAE are one of the most diverse in the Middle East with only 11.5% of the population being Emirati and the rest being expats. Most of these expats usually come from South Asia, Iran, East Asia and the West. The UAE population has reached around 9.9 million people in 2020 and the demand for Education has increased highly.
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Figure 1.4 talks about what the average household usually spends their income on. 41.3% being on housing, while 13.9% being Food and Beverage, 9.3% being Transport, 7.8% being communication, 7.4% being Apparel and Footwear, 4.9% being Hotels and Catering, 4.5% being Miscellaneous Goods and Services while lastly “Other” being 10.9%. The average salary in the UAE being AED 114,000 yearly leaves only 10.9% of that available for Education which is AED 12,426.
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Music and Dramatic Arts Academic concerns in the UAE - The UAE is a place where there are a lot of Job opportunities and the average income is around AED 114,000 yearly, which is seen as quite stable. However, a lot of people come to the UAE simply just to work and not for Education. The UAE population in 2021 is about 9.9 million people, with 72% being Male and 28% being female. Majority of the population (65%) are mostly adults ages from 25-54, and only 12% being 15-24 (Blogger, G; 2021). In a survey done by Professor Odekhieren Amaize to find out more about the participation via attendance to Music Arts performances showcases that not a lot of people in the UAE are quite interested in the field. The survey showed that 35% of UAE residents were interested in attending while 56% were least and not interested.
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As seen in Figure 1.5, it shows the disinterest in this field amongst schools/institutions in the UAE. Only 1.02% have taken Music Appreciation, 1.31% have taken Arts Appreciation or Art History, 2.53% have taken creative writing, 3.31% have taken Acting or Theatre, 4.68% have taken Dance, 8.98% have taken visual arts and 9.29% have taken Music. 31.12% of the UAE population have taken Art lessons/classes which is quite a low number and is very alarming. This was a survey given to 727 Dubai residents who were adult male and female. The 727 people that were surveyed were mostly UAE nationals, Arab expats, Asian expats and the least surveyed were the Western expats. The talents/interests for Art might never be discovered amongst people due to the lack of attention towards it in the UAE (Odekhiren.A: 2013).
After graduating high school, the top three most chosen fields in UAE universities would be Business Administration (48.3%), Engineering (15.6%) and Media/Design (9.1%), other majors like humanities and IT follow that according to DHES data. The possible reasoning for disinterest in Artistic fields would quite possibly be that students are more inclined to choose other fields like Business or Engineering over an Artistic field.
