Marketing Mix
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Developing MBA Programme
Marketing Mix
Abu Dhabi University
The 4 PC developing
Abu Dhabi University set the current Marketing Mix as the follow
Product: Master of Business Administration (MBA) programme
11 courses (8 core Course) and(3 Elective) consisting of the following :
8 Core Courses:
Each student is required to complete the following:
Course Title
Credit Hours
Marketing Management
Financial management
International Business Management
Advanced Managerial Accounting
Leadership and Communication
Strategic Management
Managerial Decision Models
Integrative project
3 Elective Course: Student must take 3 elective course to specialize in any interested field
Course Title
Credit Hours
Investments and Portfolio Analysis
International Financial Management
Human Resource Management
Operations Management
Marketing Communication
International marketing
Business Intelligence
Student with non business backgrounds Bachelors are required to take the below pre course before starting MBA
3 Pre-Core Courses
Pre Course
Credit Hrs
Managerial & Organization Behavior
Statistics and Research
Financial Accounting
Basic Marketing
11 courses Abu Dhabi University should take a different decision to deliver a superior product to their customer by developing the follow
Brand name: AHU University should build a name using the 3 concepts mentioned by the dean Dr. Khalifa Flexibility-Leadership-Excellence
Styling: AHU is following American style, students who wants to rive their MBA should work very hard
Service: potential and current MBA students needs more care from management: they already checked couple of university. And for that AHU should give better service, ( separate registration counter for MBA students, e-library,
Functionality; as service MBA should work very good: which means that students should be satisfied
Quality: an elite of PHD teacher in charge of the MBA, Dean reputation,
Price: Graduate school involves some serious commitments–not just time and money, but a decision about future and how were planning to spend
AHU should double check with this later, price matter a lot and for that
AHU should have a pricing strategy( a market study should be done correctly)
Price flexibility: AHU should give their students more facility payment to dont bother the student with that through a lot of way: such as banking loan should be accepted to push more for their program EX: Wollongong university, Al hosn University, British Dubai University
Lower the price( new university, some customer may be afraid as they will be the first bunch having MBA you will attract more students ( in Al Hosn university : each credit is dhs.2000 included text book books, NYIT is charging less than Abu Dhabi and do have 50 years worldwide experience.
Market demand
Courses offered
Diversity