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Winter Camp 2020

Entrepreneurship: How to Start Up Your Business & Taking Control of your Future

Go-To-Market Strategies and Branding

This module will provide participants with the tools to analyze the size of the market related to their business idea. We will engage them in understanding their target segments and best customers.

Participants will learn to position themselves as a new enterprise in the market by writing a positioning statement and designing a positioning map. They will become familiarized with Geoffrey Moore’s idea of crossing the chasm. This concept is enduring and invaluable in understanding how customer adoption transpires and how many products get caught in the proverbial chasm leading to an understanding of how to market, sell, and improve their Innovative new products.

As both brands and branding have increasingly become a focus of any organization in their strategic communication and marketing activities, it is essential to examine the most important steps to achieving strong brand recognition and how to make corporate brands stand out. This module will also empower participants with the knowledge and capabilities to understand and analyze branding from both a corporate and consumer perspective.


Learning Outcomes


Module Content


Technology Ventures textbook: Chapter 9.9: ‘Crossing the Chasm’, pages 212-216
Case Study:  Etihad Airways’ Rebranding – Has it paid off? The Branding Journal, May 2, 2016

Dr. Muhamad Sham Bin Shahkat Ali

Associate Professor and Chair in the Mass Communication Department of the College of Arts and Sciences and has been with Abu Dhabi University since February 2012.

Dr. Sham received his PhD in Communication (Advertising) from the University of Malaya, Malaysia in 2006. His research interests include New Media Technology & Society, Advertising, and Corporate Communication. He has published books on the Principles of Advertising and Integrated Marketing Communication and reviewed many media and communication books.  He has also received many teaching awards at the international level for his innovative teaching techniques and strategies and has written and co-authored several articles in Scopus-indexed publications. With his friendly personality, Dr. Sham works well with students, staff, and academics from all walks of life.


Rubina Qureshi

A senior instructor and coordinator of Innovation and Entrepreneurship at Abu Dhabi University, UAE. As a critical pedagogue and practitioner in the field of education for 25 years, she is passionate about sociology, teacher education, and innovation and entrepreneurship education for young people. She believes that they play a vital role in leading multicultural societies today and tomorrow and that their active engagement can empower them to become catalysts for change in globally transforming societies.

Rubina has worked in Pakistan, Tajikistan, Kyrgyzstan, and the UAE as a leading educator and researcher in promoting global citizenship, social entrepreneurship, and the continuous professional development of teachers. Her research focuses on active citizenship education, innovative pedagogies, triple bottom lines, cultural diversity, and sociology to improve the quality of life and the development of young people.

She is a graduate of Stanford University’s Innovation and Entrepreneurship course and also serves as a program ambassador for Innovation in the UAE, as appointed by the Ministry of Education, UAE. She has led teacher training programs, preparing university educators to teach the Innovation and Entrepreneurship course in the UAE, conducted an intensive program at Tashkent for teachers representing different universities in Uzbekistan, and co-led a program on innovation for postgraduate students and teachers, along with the Stanford University team, at King Abdullah University of Science and Technology (KAUST) in Saudi Arabia.