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United Arab Emirates: Marketing in the Arab World (MKTG 6297) and In-Country Marketing Consultancy Project (MKTG 6290)
Dubai, United Arab Emirates (Outgoing Program)
Program Terms: January Term
Cost Estimate January Term
Fact Sheet:
Minimum GPA: 3
Language(s) of Instruction:
Other Eligibility Requirements:
Course Prerequisites
Class Status:
Open to non-GW students: Yes
Sponsoring Department:
Program Description:

Dubai, United Arab Emirates

Marketing in the Arab World (MKTG 6297) and In-Country Marketing Consultancy Project (MKTG 6290)


Is this program for me?

Dubai GroupGW School of Business candidates as well as qualified graduate applicants from the Elliott School will enjoy a unique learning experience through a faculty-led study abroad program to Dubai, UAE. This program addresses issues on marketing strategy and market behavior in the Arab World by combining two marketing courses that focus on case studies, seminars, applied projects, site visits and guest speakers. Students will work on consulting teams to assist firms active or interested in entering the higher growth market of the Arab World. The Arab World collectively counts as the 9th largest economy in the World. This program begins with intensive pre-departure classes on Foggy-Bottom campus in December. Students then travel to the UAE in early January and return to Foggy-Bottom for post travel debriefing session.

This six credit academic program integrates two courses on Marketing in the Arab World and In-country Marketing Consultancy Project.

MKTG 6297: "Marketing in the Arab World"  Uniquely combines international marketing theory with regional Arab perspectives. Throughout case studies, tools, and tips, students will learn how to design and analyze marketing programs, review successful marketing research, and respect cultural sensitivities within the Arab World environment. Managerial implications for both multinational corporations and domestic businesses of all sizes will be examined and market insights related to the Arab region and in particular to Dubai and the UAE will be utilized to illustrate best regional business practices. Some of the areas addressed are challenges and opportunities in social media, marketing of services, and sustainable/socially responsible strategies.

MKTG 6290 "The Marketing Consultancy Project" Each student team will develop a comprehensive analysis on an industry sector and an organization within this sector currently operating in the UAE. This project will not only enable students to investigate and understand the political, economic, social and technological forces (PEST Analysis) within a specific industry in UAE, but also develop a marketing strategy, brand messages, and brand architecture to capture the interest of local, regional, as well as global consumers.

Who Should Apply?

This course is open to graduate students from the School of Business, as well as graduate students from the Elliott School.  Interested applicants must complete the online application and submit a 
supplemental application directly to Professor Hassan.  Serious applicants will be interviewed by the faculty director. 


Application Deadline:

October 14, 2013 

Dates On Campus:

- Pre-travel: December 12 (9am – 6pm); December 13 (9am – 6pm)
- Post-travel: January 31, 2014 (10am – 6pm)

Dates Overseas:

January 1 - January 12, 2014

GW Professor

Dr. Salah Hassan,
Professor of Strategic Brand Management

Information Session

Wednesday, October 9 from 5-6pm in Funger 420.

Cost Estimate

Click HERE 

More Information

Check out a YouTube video of the 2010 program here:


This program is administered by Global & Experiential Education in The George Washington University School of Business.

Feel free to contact us at 202.994.1212 or with questions.

Helpful Links

Eligibility & Payment (GWSB Graduate)
Withdrawal & Refund Policy for Short-Term Abroad
Cancellation Policy for Short-Term Abroad
Health Insurance for Short-Term Abroad
Non-Participant Accompaniment