Strategic Marketing and Branding Plan for Zayed National Museum Research Paper

Essays on Strategic Marketing and Branding Plan for Zayed National Museum Research Paper The paper "Strategic Marketing and Branding Plan for Zayed National Museum" is an excellent example of a research paper on marketing. In 2013, the United Arab Emirates (UAE) is unveiling the Zayed National Museum, which is part of its long-term vision to make Abu Dhabi one of the world's top tourist destinations. As a national museum named after Sheikh Zayed bin Sultan al Nahyan, one of the key figures in UAE, the project is being conceived as a unique place to reflect the rich history and culture of UAE as an illumination of life throughout the Middle East.This project paper then maps the strategic marketing and branding plan in time for the launch of the Zayed National Museum. From social and consumer trends with implications to cultural institutions like museums, competitive analysis, and competitive positioning, to specific communication campaigns, this paper hopes that the projected number of visitors annually will be achieved as set forth in this document.Vision StatementIn res ponding to people's penchant for the transformative power of arts and history, Zayed National Museum's rich tapestry of collections and significance will truly become a prime Arab cultural institution and destination of choice among tourists when visiting the United Arab Emirates or the Middle East. Soon it will become a branded institution at par with some of the world's most renowned cultural spaces in the league of Louvre and Guggenheim.Mission StatementThe opening of the museum will have created Zayed National Museum as a source of inspiration and pride for the Emiratis but a source of amazement and a path to â€Å"walk in the past† through its unrivaled collections about Arab history and cultureSocial and Consumer TrendsRecent studies are saying that there has been a phenomenal explosion in museum construction and the need to fill them not with artifacts but with visiting patrons. In the United States, museums are considered the most popular cultural institutions visited by Americans. In the article, â€Å"State of the Art,† Cathleen McGuigan and Peter Plagens (2001) wrote that in 2000, more than a billion people attended at least one of these places.Some of the emerging trends, demographically speaking are – 1) retirees with pensions and disposable income are on the rise; 2) rise of brand-centered museums; and 3) art is no longer a staple of the affluent and the can-afford. In sum, Zayed National Museum can vastly benefit from these trends on top of the image of UAE as one of the most important tourist destinations in the world today for its luxurious hotels and malls.In terms of social trends, Zayed National Museum can take advantage of – 1) people's desire to experience creative and artistic enlightenment; 2) people's sense of belonging with the art crowd is increasing;) art today is in and to be called artistically-aware and information-rich is cool. On the other hand, there is now intense competition among museums that are fueled by savvy marketing and effort to brand cultural institutions at par with commercial industries.

The Importance of Language and Culture Free Essays

There are two forms of communications–verbal and non-verbal. Nonverbal communication is usually understood as the process of communication through sending and receiving wordless messages. Language is not the only source of communication, there are other means also. We will write a custom essay sample on The Importance of Language and Culture or any similar topic only for you Order Now Messages can be communicated through gestures and touch, by body language or posture, by facial expression and eye contact. Meaning can also be communicated through object or artifacts (such as clothing, hairstyles or architecture), symbols, and icons (or graphics). Speech contains nonverbal elements known as paralanguage, including voice quality, rate, pitch, volume, and speaking style, as well as prosodic features such as rhythm, intonation and stress. Dance is also regarded as a form of nonverbal communication. Verbal communication, nonverbal communication, and interpersonal communications all play an important role in different languages and cultures. Sign languages and writing are generally understood as forms of verbal communication, as both make use of words — although like speech, both may contain paralinguistic elements and often occur alongside nonverbal messages. Nonverbal communication can occur through any sensory channel — sight, sound, smell, touch or taste. Nonverbal communication is important as: â€Å"When we speak (or listen), our attention is focused on words rather than body language. But our judgment includes both. An audience is simultaneously processing both verbal and nonverbal cues. Body movements are not usually positive or negative in and of themselves; rather, the situation and the message will determine the appraisal† (Givens, 2000, p. 4). Hair color, gender, race, origin, clothing, appearance, and personality send nonverbal interactions during communication. Communication can be judged many different ways and that is why it is important to understand the different types of communication. Communication failures often result in lack of knowledge of communicating skills. A lot of people do not know or understand what kind of communication they are develop with their appearance. Verbal interactions are not used quite as frequently or not noticed as much. On average, to a moderate degree, women are better at nonverbal communication than are men (Hall, 1979). Verbal communications include body language, facial expressions, eye contact, paralanguage, environment, and the use of silence and time. Several thinks take part in the importance of communication. The world revolves because of communication. Without education to teach us how to communicate we would not be able to resolve important matters in everyday society and at home. Children learn culture through their parents, because they are the primary people in thier lives to teach them how to talk. That is why when children are born they speak and communicate like their family, environment, and origin. It is very important to teach children what communication means rather than just teaching them how to talk. The knowledge of understanding communication is important to be successful at communicating. Language and culture play a huge role in education. Without education the world would be very unorganized. We would not know how to even sign our name or manage our finances. It is important to learn different languages so you can communicate with other origins when needed. You may have to communicate with someone who speaks another language at your local grocer, the bank, the school, the courthouse. There are a wide range of languages in which people speak, and sometimes just because they live in the same country as you it does not mean they know how to speak the same language. When people encounter that can’t speak the same language, verbal communication is the only other way to communicate. Verbal communication often leads to failure to communicate between to origins, because they both communicate differently verbal as well. Language is more than just a means of communication. It influences our culture and even our thought processes. Language is arguably the most important component of culture because much of the rest of it is normally transmitted orally. It is impossible to understand the subtle nuances and deep meanings of another culture without knowing its language well. Different languages are easier to learn at a younger age before completely understanding a first language. Trying to learn a second language can be difficult for an adult, because the language they speak can confuse them while trying to learn. Different languages come from different backgrounds and when crossed can lead to great misunderstanding between the two languages. Anthropologists have found that learning about how people categorize things in their environment provides important insights into the interests, concerns, and values of their culture(Oneil, 2006). Language determines the way a person reviews the world. One’s culture determines the way one processes information and how one copes with reality. Concepts and objects have frames of reference that differ from culture to culture. The meaning of a word partly depends on the culture’s historical relation to the concept or object described. Different cultures see the world differently. Different cultures have different beliefs and values and these are expressed in their language, whether it be verbal or non-verbal. Many misunderstandings occur in intercultural communications because many are unaware of these differences. It is important for one to learn the differences of various cultures for one to understand one’s own identity. It is through knowing about others that one learns what is truly important to oneself. In our American culture, new skills are typically taught and learned through verbal instruction (Slobin, 1979). In some cultures, new skills are learned through nonverbal observation. A distinction has also been made between cultures that encourage independent learning and those that encourage cooperative learning (McLeod, 1994). The power of language to reflect culture and influence thinking was first proposed by an American linguist and anthropologist, Edward Sapir (1884–1939), and his student, Benjamin Whorf (1897–1941). The Sapir–Whorf hypothesis stated that the way we think and view the world is determined by our language (Anderson Lightfoot, 2002; Crystal, 1987; Hayes, Ornstein, Gage, 1987). Instances of cultural language differences are evidenced in that some languages have specific words for concepts whereas other languages use several words to represent a specific concept. For example, the Arabic language includes many specific words for designating a certain type of horse or camel (Crystal, 1987). To make such distinctions in English, where specific words do not exist, adjectives would be used preceding the concept label, such as quarter horse or dray horse. Cultural differences have also been noted in the ways in which language is used pragmatically. In our American culture, new skills are typically taught and learned through verbal instruction (Slobin, 1979). In some cultures, new skills are learned through nonverbal observation. A distinction has also been made between cultures that encourage independent learning and those that encourage cooperative learning (McLeod, 1994). Differences in the social roles of adults and children also influence how language is used. Home and school contexts may represent different cultures, subcultures, or both and may influence language acquisition in noticeable ways. Nonverbal cues (e. g. , facial expression) and contextual cues (e. g. , shared experience) have different communicative roles in different cultures (Kaiser Rasminsky, 2003). People develop their language and culture as a child. It is important to understand different language and cultures to be able to communicate with different people from all around the world. Conflict is a part of most every interpersonal relationship. Managing conflict, then, is important if the relationship is to be long lasting and rewarding. Conflict is an expressed struggle between at least two interdependent parties who perceive incompatible goals, scarce resources, and interference from the other party in achieving their goals. Two sides must communicate about a problem for there to be a conflict. They must also have different perceptions or ideas to create a conflict. The most important thing with an interpersonal relationship is to know how to handle the situation. Avoiding a conflict can cause communication damage and lead to greater problems. It is best that both individuals discuss their differences in a civilized manner. Conflicts can be resolved by trying to understand the other person’s point of view. Criticism and judgment of others only makes the conflict harder to resolve. Communicating openly and honest, asking for opinions, expressing interest, expressing a willingness to listen, and focusing attention on the task are ways to improve a personal conflict with someone. Emotional intelligence represents an ability to validly reason with emotions and to use emotions to enhance thought. Perceiving emotions, using emotions, understanding emotions, and managing emotions play a big role in emotional intelligence. Perceiving emotions is the ability to detect and decipher emotions in faces, pictures, voices, and cultural artifacts. Perceiving emotions represents a basic aspect of emotional intelligence, as it makes all other processing of emotional information possible (Salovey P and Grewal D, 2005). Using emotions is the bility to harness emotions to facilitate various cognitive activities, such as thinking and problem solving. The emotionally intelligent person can capitalize fully upon his or her changing moods in order to best fit the task at hand (Salovey P and Grewal D, 2005). Understanding emotions is the ability to comprehend emotion language and to appreciate complicated relationships among emotions. For example, understanding emotions encompasses the ability to be sensitive to slight variations between emotions, and the ability to recognize and describe how emotions evolve over time (Salovey P and Grewal D, 2005). Managing emotions is the ability to regulate emotions in both ourselves and in others. Therefore, the emotionally intelligent person can harness emotions, even negative ones, and manage them to achieve intended goals ( Salovey P and Grewal D, 2005). All these roles help form emotional intelligence and play a part in successful communication. Even though these aspects all play an important role in emotional intelligence, for most people, emotional intelligence (EQ) is more important than one’s intelligence (IQ) in attaining success in their lives and careers. As individuals our success and the success of the profession today depend on our ability to read other people’s signals and react appropriately to them. Therefore, each one of us must develop the mature emotional intelligence skills required to better understand, empathize and negotiate with other people — particularly as the economy has become more global. Otherwise, success will elude us in our lives and careers (Bressert S. , 2009). Five major categories of emotional intelligence skills are of value to professional accountants ( Bressert S, 2009). Self-awareness, self regulation, motivation, empathy, and social skills are all part of the five major categories of emotional intelligence. Verbal and nonverbal communication, self perception, emotional intelligence, cultural differences, and conflicts are all very important in understand different languages and cultures. Being able to communicate effectively with different cultures has almost became a requirement in today’s society to be able to live successfully. Many different languages and cultures express themselves differently. The most important thing in understand the different cultures is knowing how to communicate with anyone and everyone whom you may come in contact with in your life. Understanding different people and the way they commincate, and all the different types of communication can make a huge difference in communication efforts. Language is obviously a vital tool. Not only is it a means of communicating thoughts and ideas, but it forges friendships, and economic relationships (Kilgour D, 1999). Language, of course, is knowledge, and in our world today knowledge is one of the key factors in competitiveness. Brains and knowledge are what create the prosperity and growth we tend to take for granted. In an advanced industrial society in an increasingly interdependent world, the knowledge of other languages becomes indispensable. Just think of how the advent of the Internet has changed our lives. For the last few years, millions of people across the world, who share common interests, are able to communicate with each other and exchange ideas. Not only are they able to do this due to the various technological advances, but also because they share a common language. How to cite The Importance of Language and Culture, Essays

Entrepreneurship in International Emerging Markets Development

Question: Discuss about the Entrepreneurship in International Emerging Markets Development. Answer: Introduction Entrepreneurship is the worldwide phenomenon which is strategically defined as the capacity to carry out a business venture by going through the every aspect of risks in the markets aiming towards to make a profit. The concept of entrepreneurship specifies to focus on the launch and business run, though witnessing high market risks. In this process, the business process somehow gets affected by the economic crisis of the market, bad decisions of the business or the lack of funding in the business. Also with various studies, it is justified that there has a continuous development of the entrepreneurship part in the emerging market. It is because the entrepreneur goes with the identification of the opportunities and the viability of the market (Cavusgil Knight, 2015). By the help of this information, the entrepreneurs use their personal reflection along with the self-development for the identification of opportunities. This will enable the development of the firm in the emerging marke t which is the main objective of the paper. Therefore the report will focus on the concept of entrepreneurship in the international emerging markets of Australia. Development of New business ideas Emerging markets of varied countries encounter complex business environment which are invariable. Two ways do the evaluation of these emerging international markets. First, they will emerge with the help of fewer resources that gets established as industrial economies with due course of time. Secondly, in some instances, there are the situations that do not meet the social needs which will provide many opportunities to the organizations as well as their positioning in the countrys economy. That is the reason, those emerging companies can be said to be the newly born babies in the international market (Covin Miller, 2014). The successful entrepreneurship results in the perfect positioning of the companies in the market in which their success are accompanied by the government. The government of the country like Australia promotes its global entrepreneurship along with the perfect response as per the length and clarity of the organization. The Australian markets are having ambitious go als of achieving an increase in the entrepreneurial activities. The major entrepreneurial activities that come across in the market of Australia is, the education sector. This sector is aiming towards the capability of absorbing 660,000 amounts with the coming recent years. The sources with growing time showed that there had been registered a high amount of growth as per the international student enrolment in Australia (Cavusgil et al., 2014). Through the sources of Australia Education International showed a year to year commencement of growth. As the Australian education system having a strong base due to which it is planning further for the implementation of new innovative ideas to meet the long-term goals of the organization. By the result of which it will also help in balancing the growth of the education sector in the other market structures of Australia. The key emerging markets of Australia as identified by the Australian Trade Commission are taking up with the characterizati on of the growing population. The process of characterization was among the young people who will enable in using their potential for the high amount of economic growth of the organization. It is also evident that the expansion of the economic condition creates the gaps in between the supply of domestic quality of education and the required emerging skills. Australia is striving to act upon new emerging markets for the successful establishments of the international education sector, as it is said to be very much diversified industry due to the variable demands of the students (Gupta et al., 2014). For this reason, The Australian Trade Commission took out new trends to assist the scholarship for the students of outside Australia in all the subjects as well as in all the universities across Australia. Therefore innovation that can be undertaken by the education system is to stay adaptable and agile as per the changing market conditions. Apart from that, the changing market condition w ill enable the system in taking informed decisions formulated with innovations. These activities will further affect the current and future international activities as well as in the international markets. Driving Forces Entrepreneurship in the emerging markets needs a detailed fascination of the driving forces that adds to its success in the international markets. These driving forces make the entrepreneurship as per the market acceptance which will bring out the commercial success of the organization. Since the education in Australia has experienced a profound exponential growth which gave way for the interference of the globalization in it. Therefore it can also be said that the globalization laid some foundation for the increase in the valuation of education system in Australia and its emerging international markets. That is the reason there will have the launching of new innovative ideas for the development of the educational firm in the emerging markets of Australia (Kiss, Danis Cavusgil, 2012). Apart from that, it can also be stated through various driving forces that will aid towards the growth of the educational system in Australia. These driving forces are the foundation for validation of creation of true economic value of the organization in the international emerging markets. One of the drivers is the keeping focus upon the material and economic problem of the educational sector. It is a must to make the educational platform to be proprietary and scalable which result into pivotal outcomes. The third force that must occur is the careful crafting of the culture, brand along with the talent management of the organization. This process will eventually lead to the outcomes that will support in achieving the mission of the country in enhancement of the educational sector in the emerging markets of Australia (Kaynak Dana, 2013). The most important driving force that enhances the entrepreneurial activities in the education sector is to track and focus upon the activities of the organization. Along with that there will have the reward management and guide to the metrics which enables the measurement of the performances, margin, revenue and delivery of the organization (Ma inela, Puhakka Servais, 2014). Complex issue in Innovation The resolution for the entrepreneurial issues must be specific and comprehensive as per the structure of the market. A successful entrepreneur needs a perfect decision-making capacity which will help in the implementation of innovative solutions to the issues of emerging markets (Zahra, Newey Li, 2014). The emerging markets of Australia majorly need active management services that help in delivering a quality education to the students. The entrepreneurial section must ensure the delivery of quality education and emerging skills to the students as per the market scenario. Personal Reflection The personal reflection and the self-development collectively work for the improvisation of the awareness and the identity of the individual in the organization. It also reflects the vision of own perspective of the individual within the organization. By the result of which, the individual develops its communication along with the skills and critical thinking that will help in analyzing the critical situation as per the market scenario. The most significant advantage of the personal reflection within the students is the enhancement of the professional value of the individual along with the improvisation of personal relationships that will eventually result in the greater working capacity within the students (Zahra, Newey Li, 2014). Apart from that, the self-development is the procedure that will enhance the creativity within the students as well as the entrepreneur to carry out the entrepreneurial activities as per the conditions of the emerging market. Further, the self-development makes the improvement of the self-awareness, self-knowledge, improvisation of health and potential and much more t that will make the entrepreneurial activities to be fruitful (Young et al., 2014). Conclusion The report is prepared to focus on the emerging markets of Australia which will enable the growth of entrepreneurship in its market. Due to this reason, the analysis of educational sector of Australia has brought many innovations and the driving forces into account that are facilitating the entrepreneurial activities in the emerging markets of Australia as per the international standards. It is also concluded from the report that the personal reflection and the self-development play a vital part in the enhancement of entrepreneurial activities in emerging markets. References Cavusgil, S. T., Knight, G. (2015). The born global firm: An entrepreneurial and capabilities perspective on early and rapid internationalization.Journal of International Business Studies,46(1), 3-16. Covin, J. G., Miller, D. (2014). International entrepreneurial orientation: conceptual considerations, research themes, measurement issues, and future research directions.Entrepreneurship Theory and Practice,38(1), 11-44. Cavusgil, S. T., Knight, G., Riesenberger, J. R., Rammal, H. G., Rose, E. L. (2014).International business. Pearson Australia. Gupta, V. K., Guo, C., Canever, M., Yim, H. R., Sraw, G. K., Liu, M. (2014). Institutional environment for entrepreneurship in rapidly emerging major economies: the case of Brazil, China, India, and Korea.International Entrepreneurship and Management Journal,10(2), 367-384. Kiss, A. N., Danis, W. M., Cavusgil, S. T. (2012). International entrepreneurship research in emerging economies: A critical review and research agenda.Journal of Business Venturing,27(2), 266-290. 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