Marketing Program
Market-Product Focus
This section describes the upcoming four years' marketing and product objectives for the Canadian University Dubai and the target markets, points of difference, and positioning of its lines of Beehive team.
Marketing and Product Objectives
The Canadian University Dubai marketing strategy aims into taking advantage since the new campus is established in City Walk, CUD will provide high technology labs and classrooms and the aim of establishing the new campus is not only to show the development image to the world, but the main goal is to make the CUD students express their creativity between themselves from the wide range of laboratories, research facilities, media studios, high-tech classrooms, a multipurpose theatre that the new CUD campus offer for their students
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Current departments: The current departments will be grown by providing more materials to help the students to improve their skills of education on the new campus that will be established in City Walk
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New department: by 2022 CUD planning to establish their new music and art department that aims to be a competitive department among the top universities in UAE.
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CUD events: CUD aiming to raise its brand name by organizing the new trending events that will be related to COVID-19, and technology such as TED-EX.
Target Markets
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The primary target for CUD’s Music and Dramatic Arts Department are high school students aged 15-19 that have lived in Dubai or abroad that are interested in the creative world and would like to pursue the field of arts as a profession. The secondary target would be working parents who will be funding the tuition fees aged anywhere from 35-60+ that would like to fulfill their children’s dream profession. For that, we have to target the top schools in Dubai that offer Music/Dramatic arts as subjects that can be studied and encourage their pupils to chase their dreams. In addition, both the students and parents can be targeted at the same time since they both interact with the schools.
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As seen Figure 1.6 is showing the top performing arts schools in Dubai and Abu Dhabi as well. The secondary/high school population being on average around 700 students per school, it is importantly noted that only 10-15% of these kids would be interested in the performing arts. Each school has a compelling benefit to work with and also have the common style of encouraging performing arts which would benefit the promotion of the program.
Points of Difference
Growing Together
The “points of difference”- characteristics that make Canadian University Dubai unique relative to competitors – fall into three important areas:
· Music and Dramatic Arts department. No other known university is providing a bachelor’s degree in music and Dramatic Arts like CUD (Set to launch in 2022). It is mostly instituted in the market that is dominating this field.
· Campus expanded to City Walk. No other university in Dubai had the innovative idea to expand their campus onto a famous location in Dubai.
· Transferring to Canada. CUD is partnered with many Canadian Universities that can make transferring to Canada easier when enrolled in CUD, a unique selling point that persuades students to pick CUD over other Universities in Dubai.
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Positioning
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To the creative-minded 17–24-year-old aspiring diverse student, The Music and Dramatic Arts Department, through its artistic and innovative ideas, is the only department in a university in Dubai that offers opportunities that strengthens their ambitions to achieve degrees in their respective fields such as music, dance and performing arts.