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twofour54 welcomed 16 MBA students today from the prestigious George Washington University in Washington, D.C. as part of their visit to the UAE this month to study best practices in different economic sectors within the country. The students were accompanied by renowned global marketing expert from George Washington University School of Business, Salah S. Hassan, Ph.D.

Dr. Hassan said that George Washington University chose the Emirates as the destination for its MBA program’s international residency experience because of the country’s growing reputation as a diversified economic center, and the need for leading international marketers to better understand its emerging position as a global marketing powerhouse.

Noura Al Kaabi, CEO of twofour54 welcomed the group of students and provided them insight into twofour54’s unique position as a media and entertainment hub in Abu Dhabi, and how that is positively impacting the economic success of the Gulf region. Al Kaabi also expressed her commitment to collaborating with George Washington University and other prestigious educational institutions in the future, and to continue growing these important relationships.

The delegation is visiting several leading local and international firms based in Abu Dhabi, Dubai and Sharjah. In this visit, MBA teams are assigned to perform consulting projects for leading organizations like twofour54, Al Futtaim Group, Crescent Group and Leo Burnett, to identify what constitutes a successful marketing strategy in the Gulf, and to gain an in-depth understanding of marketing in the Arab World.

Dr. Hassan said: “For a number of years now, the UAE and its neighbors have been an important place for leading international firms to do business, given the stability and strong economic growth enjoyed by the region. This makes the UAE important for both local and multinational corporations to understand how to make the most of these favorable conditions, so they can boost their bottom line and improve their strategic market position in an increasingly global marketplace.”

Students worked with firms to design and analyze local marketing programs, review successful regional marketing research and appreciate the unique cultural sensitivities that need to be considered when conducting a marketing campaign in this region. Four teams of students worked with leading companies to develop strategic marketing plans that address local and regional issues.

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