UOWD Marketing Students Present Gen Z Marketing Strategy to What’s On Dubai Executives

Friday, 17 July, 2026

UOWD School of Business students recently stepped into the boardroom at What’s On Dubai to present strategic marketing recommendations designed for one of Dubai’s most recognised lifestyle media brands.

The Boardroom Experience, held at the What’s On Dubai offices in Media One Tower, Dubai Media City, was part of a Work-Integrated Learning initiative within the MARK344 Marketing Strategy & Innovation subject. The project challenged students to respond to a real industry brief and explore how What’s On Dubai could strengthen engagement with younger, digitally native audiences.

Following an earlier presentation and evaluation process, selected student teams were invited to present their ideas directly to senior executives from Motivate Media Group, gaining first-hand exposure to how strategy is discussed, questioned and evaluated in a professional business environment.

The collaboration extended beyond the Boardroom Experience itself, with What’s On Dubai engaging with students across several stages of the project, from the original live brief and evaluation of their reports to the final boardroom presentations. It also created further professional development opportunities, including internship possibilities and the “Reporter for the Day” initiative.

From Classroom Strategy to Industry Practice

The initiative was led by Prof Munyar Nyadzayo from the UOWD School of Business, with close support from Ms Basila, who worked directly with the student groups throughout the project.

Students were required to move beyond theory and apply strategic marketing tools to a real brand challenge. Their work included market analysis, audience research, positioning, marketing objectives, communication strategies, media planning and implementation recommendations.

The presentations showed how students could connect classroom learning with commercial thinking, developing ideas that were creative, research-led and relevant to the needs of an active media brand in Dubai.

Reflecting on the collaboration, Prof Munyar Nyadzayo said: “This has been one of the most meaningful, engaging and impactful industry collaborations I have experienced in my academic career. It gave our students a level of exposure that no textbook can fully provide, allowing them to apply their learning to a real business challenge, present their ideas in a professional boardroom setting, and receive direct feedback from industry leaders. Seeing some of those ideas recognised as having genuine commercial potential made the experience even more rewarding.”

Strategic Thinking with Real-World Relevance

Throughout the project, students developed recommendations informed by market analysis, audience insights and an understanding of how lifestyle media brands can engage younger, digitally native consumers. Their work reflected the ability to connect strategic marketing theory with practical business considerations, while presenting ideas that were relevant to the brand’s audience, market position and future engagement opportunities.

Rather than treating the brief as a classroom exercise, students approached it as a real business challenge. They considered audience behaviour, content consumption habits, digital engagement, brand experience and measurable outcomes, demonstrating the practical knowledge and commercial awareness they have developed through their studies.

Together, the presentations reflected a strong understanding of how media brands can balance editorial credibility, digital convenience and audience engagement in a fast-changing market.

Industry Recognition

Reflecting on the students’ work, Thomas Woodgate, Group Content Director at Motivate Media Group, praised the quality and professionalism of the presentations.

“The calibre of work presented by the students was genuinely impressive, not simply in terms of creativity and enthusiasm, but in the strategic acumen and executional clarity behind each idea,” he said.

He added that the students’ recommendations reflected “a level of market understanding that would hold its own in a professional setting.”

Sanoor Rasheed, HR & Administration Director at Motivate Media Group, also commended the students’ initiative and fresh thinking.

“Their initiative, enthusiasm, and professionalism were commendable, and their work was thorough, insightful, and brimming with fresh ideas and perspectives,” he said.

Learning in a Real Executive Environment

For students, the Boardroom Experience offered more than a presentation opportunity. It allowed them to test their ideas in front of industry leaders, respond to professional questions and understand how marketing strategy is evaluated in a live business context.

The experience also reinforced the value of Work-Integrated Learning at UOWD, where students are encouraged to apply academic knowledge to real challenges, build confidence and develop the professional judgement needed for future careers.

By presenting their work to What’s On Dubai executives, UOWD marketing students demonstrated not only their strategic thinking, but also their ability to understand audiences, interpret market opportunities and propose ideas with genuine commercial potential.