NYU Abu Dhabi
New York University (NYU) Abu Dhabi is the pioneer of comprehensive science and liberal arts portal campus to be run by an American based university in the Middle East. Intentions for its establishment date back to the last months of 2007. New York university’s role was to plan the whole process of establishment, and the funding was to be done by UAE bodies. The institution was launched in 2008 in boroughs of Abu Dhabi, although its focus at that time was to carry out public events like workshops and performances. In 2010, NYU Abu Dhabi enrolled the first class made of 150 students as it had incorporated several disciplines in its curricula like science, liberal arts, and engineering. In 2014, the university shifted from the campus of Abu Dhabi to Saadiyat Island.
Numerous factors favored the establishment and growth of the NYU Abu Dhabi. Foremost, Porcelli and Maharishi (2019) indicate that funding to NYU Abu Dhabi was carried out by different parties in Abu Dhabi. The regional government provided grants for peer-reviewed research and the entire funds for capital and operating budget. The agreement of the two went further to state that any additional faculty to be created; the government would contribute a certain amount to the department. Secondly, Abu Dhabi’s Executive authorities were to fund the equipping and maintenance costs. Additionally, if the campus was to be suspended temporarily or permanently, this entity was to pay the incurred costs. During the opening of NYU Abu Dhabi, surrounding countries like Egypt, Yemen, Libya, and Syria were characterized by regimes that were oppressive and meager standards of living. While in the UAE, the conflict levels were shallow as the nation’s leaders had implemented strict security policies and went ahead to arrest the criminals in other countries such as Nasser Ghaith and Ahmed Mansour of Bahrain. Therefore, political stability had a positive influence on NYU Abu Dhabi. Don't use plagiarised sources.Get your custom essay just from $11/page
Market Situation
In coming up with the best digital channel to promote NYU Abu Dhabi, it is vital to carry out market research. A situational analysis of the market will determine the effectiveness of the strategy and advocate for corrections in the planning process. The analysis will define the products, market, distribution, and competition of NYU Abu Dhabi. On top of this, it will reveal the strengths, weaknesses, opportunities, and threats.
Products
The courses offered by NYU Abu Dhabi are divided into four divisions. The first division is the Arts and Humanities. This discipline entails fields that have a central significance to creativity and the culture of humanity. Activities in this area, mostly research works, emphasize creativity and collaboration. For a better understanding of the experiences of humans, the discipline is covered comprehensively by the help of works of literature and art. The learning outcomes consist of students being conversant with human thought, the modes of expression, and cultural values. The undergraduate programs include African studies, anthropology, film, history, music, among others, whereas the graduate program is master of fine arts in art and media. The second division is science. From the NYU Abu Dhabi mission, it is clear that mathematical, physical, life, and computer technology are significant academic disciplines. Bestowing to the institution, science offers solutions to the most critical issues in society and the world. However, the discipline has been integrated with other academic fields.
The engineering division forms the third segment. This faculty undertakes in exceptional researches, invention, and innovations in a wide range of themes like robotics, cybersecurity, biomedical, and health sciences. The facility believes that the discipline is crucial in combating the dwindling nature of natural resources and the intricacy needs of the society. However, it defines the leaders of engineering as the entities which are able to innovate technologies that can be incorporated within the community. In conducting these inventions, NYU Abu Dhabi declares that it is challenging because of the existence of numerous barriers like global sourcing, unsustainability concerns, and energy and environmental constraints. The NYU Abu Dhabi’s last product is a social science discipline. This discipline aims to analyze data and help governments, economists, NGOs, and historians to enhance the lives of the people. The data is obtained from the behaviors of individuals in myriad context and help in depicting the functioning of society.
Market
In a press release of 2017 reported on the website of NYU Abu Dhabi, the student population had grown to over 1200. The anticipated class of 2021 will consist of individuals coming from 88 nationalities and speaking over 70 languages. Out of 368 students in the class, most of them will be of American and UAE nationality- 43 to 51 students, respectively. The rest will be from nations like China, Pakistan, Russia, Ethiopia, Korea, India, Egypt, Nepal, Sri Lanka, Mexico, and the United Kingdom. An average of six students will be from these regions. Since the launching of NYU Abu Dhabi, they have never been students with a background in Liberia, Iceland, or Talisman. The incoming class will include individuals from these areas.
Competition
From the 2017 press report, more than 11,000 students applied for the 300 positions available in NYU Abu Dhabi. The selection of students in the institution is rigorous and finalizes with interview methods, which assist in highlighting individuals with impressive academic credentials. There are also pre-survey tests that utilize SAT and ACT tools to judge the students. NYU Abu Dhabi offers tough competition to other prestigious universities such as the University of Oxford, Harvard, Stanford, McGill, among others, as the student’s application priority is on the UAE university. Additionally, its high quality is evident from several international rankings. In 2018, the Times Higher Education World University ranked NYU Abu Dhabi 27th worldwide, whereas QS Graduate Employability showed that the institution falls in the 11th category globally. In its honors and awards cabinet, the facility shows its superiority in multiple fields. For instance, teams in NYU Abu Dhabi won the annual United Arab Emirates Undergraduate Research Competition (URC), the Zayed Sustainability prize, Prestigious Fundamental Sciences, among others.
Service Features
The problems associated with the promotion of service-based businesses have substantial differences to those in product-based. Businesses that offer services show unique features that ought to be explored and comprehended to develop a competitive strategy and plan of marketing. These models of businesses show chief characteristics in four elements. They are intangibility, perishability, inseparability, and variability.
References
NYU Abu Dhabi. (n.d.). Home. Retrieved from https://nyuad.nyu.edu/en/
Porcelli, V., & Maharishi, M. (2019, February 25). A Look at the Terms That Built NYUAD. Retrieved March 8, 2020, from https://nyunews.com/2019/02/25/look-terms-nyuad