ASLH 2000 Study Guide - Midterm Guide: Abu Dhabi University, Corporate Social Responsibility, Newline
Running head: NYU, ABU DHABI 1
NYU, Abu Dhabi
Name
Institutional Affiliation
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NYU, ABU DHABI2
NYU, Abu Dhabi
Background of the Organization-Strategic Communication Efforts-Mission and Vision
New York University NYU, Abu Dhabi is a research and development University and it
has effective strategic communication programs. The University has integrated and proper liberal
arts as well as science colleges. Stripling (2014) noted that the University is located within Abu
Dhabi in the United Arab Emirates. Notably, the University is part of the NYU’S Global
Network University (Lindsay, 2017). Some of the other major Universities that are part of the
NYU’s Global Network University include the New York University in Shanghai China (NYU,
Abu Dhabi, 2018). The University opened in late 2008 as a temporary site for conferences and
cultural events (Aetos-Wire News, 2016). However, due to its location and attraction of new
students the University opened later in September 2010 (Lindsey, 2012). Evidently, the
University currently uses different marketing and communication strategies to promote its
influence in the society.
From a close analysis of the University website, it is evident that the University uses
various public relations and communications models to market their programs including
undergraduate and post-graduate programs (NYU-Abu Dhabi, 2018). Notably, the University
main aim and objective is to promote outstanding education in the region (Johnstone & Lane,
2012). The University has a common belief in the value of liberal arts education with NYU and
currently uses PR strategies and marketing plans in order to promote liberal art education and
research studies in the society. The top management of the University management also supports
public relations mainly aim to bring new ideas to the public.
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NYU, ABU DHABI3
Moreover, it is true that the main mission NYU, Abu Dhabi is to be one of the world’s
great research Universities, with exceptional liberal arts and sciences studies. According to Koch
(2018), the University mission also includes the plan to improve a diverse and vital center of
excellence where distinctive education and scholarship is highly valued. The University
management dream is to see the University being recognized as a model for new paradigm shift
especially in higher education (Lindsay, 2017). The University core values and policies include
having peaceful education, promoting cooperative learning as well as engaging in productive
research activities (Grove, 2015). In ten years to come, the University plans to be in a position to
be one of the most prestigious learning institutions within the Abu Dhabi city (Barr-Walker,
2013). This can only be achieved through its effective and good public relations and promotion
of open, dynamic, as well as economically and vibrant culture within the UAE and around the
world (Aetos-Wire News, 2016).
Furthermore, the University main vision and mission is to train and offer outstanding
education with the aim of achieving its goals and objectives. The University uses its PR activities
to supports innovative research and creativity in the society with the aim of putting forward its
frontiers of knowledge in the current challenging and diverse business world (Grove, 2015). It is
expected that this will help provide productive and useful graduates who can survive in the
current society.
Critical Analysis of Communications Efforts of NYU, Abu Dhabi
The University has extensive public relations. This is evident in its press releases. For
example, in the University Website, it is true that Made in the UAE was the theme of the
University prestigious entrepreneurial event held at NYU, Abu Dhabi on April 18, 2018. The
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