Developing a Framework for Brand Management Strategies for Online Learning at UAE Universities

Abstract

This research addresses the evolving landscape of online learning in the United Arab Emirates (UAE) by developing a robust brand management framework for universities. The overarching goal is to enhance perceptions of online learning quality, focusing on post-COVID-19 scenarios. The study employs qualitative research, conducting semi-structured interviews with 12 participants (brand management professionals and experts with online learning in higher education (HE) branding experience) and employing thematic analysis facilitated by NVivo. The investigation successfully achieves three primary objectives. First, it identifies and addresses challenges in managing online learning, emphasising the need for a clear, unified definition and strategies to overcome credibility concerns exacerbated by the impact of the COVID-19 pandemic. Second, the study critically evaluates the current branding in UAE universities, revealing a need for distinct strategies for online learning programs. The findings stress the urgency for strategic brand management to align with dynamic learner preferences and global competition. Third, the research develops a comprehensive framework for universities in the UAE to enhance perceptions of online learning quality through brand management. Furthermore, the study contributes significantly to brand management theory within the HE context, particularly focusing on online learning. The development of a tailored brand management framework provides practical guidance for institutions to enhance the perceived quality of their online learning programs. This framework will empower universities to synchronise brand messaging with quality-focused practices, ultimately gaining a competitive advantage in attracting and retaining learners.

Date of Award	25 Mar 2025
Original language	English
Awarding Institution	University of Northampton
Supervisor	Kathleen Mortimer (Director of Studies), Martin Smith (Supervisor) & Tim Campbell (Supervisor)