UAE’s Lincoln University of Business & Management Looks to Solidify Success

by: Sandeep Puri, Kirti Khanzode, Pooja Trivedi

Publication Date: August 22, 2017
Length: 18 pages
Product ID#: 5-262-583

Core Disciplines: Entrepreneurship & Innovation, Marketing/Sales

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Teaching Note

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Established in the UAE in 2014, the Lincoln University of Business & Management (LUBM), has just graduated its first class of students. Now, with 100 students currently attaining MBA degrees, LUBM is looking to grow, and has set an aggressive target to have 1,000 students enrolled by 2020. Students are given an overview of the educational market in UAE, and are asked to conduct a SWOT analysis of LUBM and to evaluate potential growth strategies to ensure LUBM can reach their growth goals.

Teaching Objectives

After reading and discussing the material, students should:

  • Be able to conduct a strengths, weaknesses, opportunities, and threats (SWOT) analysis for LUBM.
  • Understand the growth drivers of the UAE education industry.
  • Understand what marketing tactics have been employed by LUBM.
  • Be able to evaluate the customer service expectations of students.
  • Be able to formulate potential growth strategies that can be employed by LUBM to hit their 2020 growth target.