Marketing MBA Programs in the Middle East: A Strategy-as-Practice Approach to Business Education

By Sabine H. Hoffmann.

Published by The Organization Collection

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Article: Print $US10.00
Article: Electronic $US5.00

While many countries in the Middle East have already recognized the importance of business and management education, and to this end have over the past few years invested heavily in education, the region continues to face challenges associated with developing high-quality education systems, offering international standards and fulfilling an often not yet well-researched market demand. As market demand and stakeholders’ interests in business knowledge and management skills continue to grow at an exorbitant pace, business education faces the following important tasks: (1) identifying the competences and skills required and demanded by the market; (2) finding a balance between strategy and practice knowledge as demand for both theory and practice-skilled business and management managers increases; and (3) marketing this institutional balance of strategy-as-practice approach in order to differentiate the respective MBA programs in the regional target market.

In this paper, the author argues the necessity for a form of business education that combines both strategy and practice. In today’s complex and integrated world, strategy and practice should not be considered separately: every strategy needs to be measured according to its applicability to practice; practice needs to be based on sound and concise strategy formulation. It is the integration of strategy development and practice implementation in management and business education that will constitute the key to the success of marketing MBA programs in the Middle East.

Keywords: Strategic Marketing, Branding of Higher Education, Customization, Knowledge Management

International Journal of Knowledge, Culture and Change Management, Volume 9, Issue 8, pp.9-18. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.222MB).

Dr. Sabine H. Hoffmann

Assistant Professor of Marketing, American University of the Middle East, Kuwait, Kuwait

Sabine H. Hoffmann (Ph.D.) is an Assistant Professor of Marketing at the American University of the Middle East in Kuwait. Her research interests, teaching experiences and publications include fields such as strategic marketing management, international business and international marketing. Prior to joining academia, she held marketing management positions within multinational companies in Europe and Asia.


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