Reference no: EM133203592 , Length: Wrod Count: 1500 words.

Assignment: Global Marketing Paper

Learning Outcomes:

1. Identify consumer behavior theories within a broader framework of advertising and marketing tactics in a competitive advertising marketplace.

a. Understand the different tactics used to listen to the consumers in social media.

b. Understand how knowing your competitor and your brand's placement could help you appeal more to the consumer, and stay out of risk.

2. Explain principles and theories from marketing, and consumer behavior to communicate brand knowledge to consumers.

a. Improve your communication skills and your brand knowledge through research.

b. Improve your skills as a marketer and your approach towards future companies through talking about the selected brand in helping them with a digitalized, trendy solution.

3. Analyze consumer's characteristics and behavior by data gathering using research techniques.

a. Improve your analytical skills.
b. Improve your primary and secondary research skills.
c. Appreciate the role of social media and technology and understand how it could benefit you in understanding the consumer.

Description:

In groups of 5, you are a team of marketing specialists opening a new advertising agency.

UBT approached your agency and asked you to become their marketing consultant.

You are assigned to prepare:

I. A detailed competitors' analysis:

1. UBT (university of Business and Technology) has many local competitors in KSA and other international business schools as well.

2. Choose 2 competitors in Jeddah (Dar Al-Hekma, Effat university).

3. Choose 2 internationals (1 from the middle east or the gulf area, and 1 from Europe or the United States), which you think will be worthy and beneficial to compare.

Comparison criterion:

Tuition fees, offered scholarships, specialized majors in business, social media accounts, alumni relations, and students' life (clubs' extracurricular activities and on-campus events)

II. Based on the competitors' analysis, write a report for UBT containing:

1. What do you think are the main strengths and comparative advantages of UBT?

2. What are your recommendations for UBT to profit from the comparative advantages of competitors, enhance UBT's image and reputation and better differentiate and position itself in the higher education industry?