When choosing a higher education institution, students from the United Arab Emirates are increasingly considering not only the qualification obtained but also what happens after graduation. Universities note a growing interest in aspects such as employment, internships, industry interaction, development of communication skills, and overall student experience.
At the Canadian University in Dubai (CUD), this shift required a revision of the approach to engaging with prospective students and their parents. Aya Sharif, CUD's Marketing Manager, reported that despite an increase in the total number of students compared to previous years, experience has shown an important lesson about what families now expect from higher education.
Sharif emphasized the need for a complete overhaul of the communication strategy to demonstrate the value and return on investment (ROI) in education, focusing on program employment outcomes. She noted that communication with families has moved beyond solely academic achievements; parents now want to know how the institution will help their children develop confidence and skills for future employment.
According to her, the more attention is paid to student life, the more significant it becomes. Today, students and their parents are looking not just for a diploma, but for a supportive environment where the child feels part of something bigger, where they are valued and heard. These values form a holistic, student-centric ecosystem.
Furthermore, students strive to develop outside the scope of their main academic discipline. CUD facilitates this by providing an individualized approach to each learner, helping them improve communication skills, confidence, and abilities.
The university actively integrates industry into the learning process. Sharif specified that a significant number of classes at CUD are conducted by industry professionals, and the faculty includes practicing specialists from relevant sectors. Students have daily opportunities to participate in new events, build contacts, or gain new opportunities.
This industry connection extends to partnerships and practical opportunities. CUD collaborates with organizations such as Dubai Media Academy, FinTech TV, and Dubai Municipality. Students also have access to AWS Academy, Cisco Networking Academy, and RedTeam Hacker Academy programs.
Students engage with the industry through case studies, guest speakers, site visits, seminars, and networking, as well as through specialized career and internship support. Sharif concluded that they 'live within the industry, not isolated,' which aligns with the concept of an urban campus or city university center.
The broader higher education sector is also being forced to adapt to changing expectations. Professor Dr. Amitabh Upadhyay, Director of Academic Affairs at Global Business Studies (GBS Dubai), stated that institutions must rethink methods for preparing students for an uncertain future.
He noted that higher education is at a crossroads, and the current structure and purpose of institutions may not meet the needs of society and the future industry. Therefore, educational institutions must implement a flexible model that instills ethically sound knowledge, necessary skills, and futuristic competencies for successful adaptation to uncertainty.
Meanwhile, universities use events like the Khaleej Times Uni Expo to gauge the demands of students and parents. Bhakti Rin, Head of Recruitment at De Montfort University, said the expo provided an excellent opportunity to communicate directly with families and education specialists. She called the event 'exciting and well-organized,' which helped showcase the university and establish meaningful connections.
