Introduction
The American University in the Emirates was established in 2006 in Dubai. The university provides direction using integrated pathway for students in such a way that they can have varied experiences within the same institution. Through promoting culturally accepted ideals in the UAE, AUE is widely accepted by different groups of people. For instance, the university hosts events that are highly valued in the UAE to signify support of the UAE culture. Similarly, AUE supports talents by using talented members of the community to motivate their students as well as general nationals. AUE has a vision to emerge the leading higher institution of learning through increased creativity in their students. In this case, students are supposed to be productive in implementing solutions to challenges affecting their entire environment. The mission of this institution is to provide quality academic degree programs that integrate multidisciplinary and career-oriented academic research programs (American University in the Emirates, 2017).
The university has had strengths in its ability to host higher numbers of students each year who undertake various courses within the institution. However, the institution faces a weakness in the sense that it is located in a Muslim dominated nation having American nurtured system of learning. According to Buckingham, (2013, p. 1-15) this weakness can however be viewed as an opportunity as people from different cultural backgrounds are willing to obtain knowledge and understanding in an institution accepted internationally. AUE faces the threat of losing its original perspective through trying to provide acceptable standards worldwide especially considering that UAE nationals might prefer institutions with initial motives to improve them.
Innovative Initiative
According to UAE Ministry of Cabinet Affairs, (2015, p. 5), innovation should consist of institutional and regulatory environment, innovative goods and services, human capital and research, knowledge, technology, investment, infrastructural development and competitive environment. Since the university offers courses in different faculties including media, opening a broadcasting company would be an important innovative service. As an innovative idea, the broadcast company functions as a source of information to integrate all the communities in the institution. Ultimately, it will offer employment and entry level training opportunities to students and other members of the community.
This becomes an innovative idea given that the university does not have a productions company to help in airing relevant information as well as marketing services it offers. The broadcast company would be available to provide important information to UAE citizens as well as people all over the world. This initiative may also ensure that articles and important details that have to be published by the institution’s management are published within the right time. Similarly, publications may be made using a lower amount of resources since the university may not require financial assistance in carrying out this service. The national innovation strategy allows for this initiative since it involves the improvement of the already existing infrastructure. For instance, opening a broadcast company implies that the university will have to create new and more advanced buildings to cater for this particular need. Technological advancement may also result since current media experiences allow for the development of already existing media systems. Research studies will also be easily facilitated since the institution will be having both capital and human resources to be used in conducting the studies.
Reasons why the Initiative is an Innovative Idea
The idea promotes entrepreneurship as it allows the suggestion of a new business idea in the institution. A broadcast company in a learning institution ensures that students come up with entrepreneurial skills to establish it as an income generating idea. The initiative would also improve competitiveness since it implies that the university will be setting a new standard to be met by all other higher learning institutions. Similarly, students will be able to establish and improve their competitiveness in order to meet the requirements of being accepted in the college. An initiative is also acceptable if it creates high skilled jobs to both students and other people in the UAE. Implementing the idea to open a broadcast company will act as an opportunity for media students to improve their skills in their theoretical lessons.
Other departments such as students taking business and management courses may also practice their skills in the media company. Knowledge can be enhanced through the exposure students gain towards the economy and the outside world. For instance, since the students will be allowed to report news from all over the world from different sources, a lot of information will be exchanged between the AUE and other learning institutions. Improvements in the quality of life can also be made possible especially since more people will be educated. People gather information concerning possible business opportunities and how to improve their levels of income based on the research studies carried out. The initiative may also facilitate in increased economic diversification since the institution hosts students from different parts of the world symbolizing their diverse economic structures. Similarly, the broadcasting company may be used as an additional source of income which would be a mode of economic diversification.
Plan and Resources Required
In order to implement this initiative planning may require the use of four essential steps namely; identifying the target audience, setting up unique co-editorial proposition, revenue generation strategy formulation and expression of unique values. The institution needs to identify the target audience in order to plan on the amount of resources required and how to acquire them. The second step involves finding out the unique propositions that allow the broadcast company opened have competitive advantage against already existing organizations. Thirdly, the plan involves setting up the source of revenue for the company in order to ensure that its operations will not be terminated shortly after commencing. Finally, the plan would involve identification of values that compel the audience into following the ideas of the newly established broadcast company.
Since the productions company will be strategically situated in a media learning institution, media students in the highest levels can serve as the initial human resources group. The institution also needs to find equipment to be used in collecting and processing information that can be published and aired worldwide. For example, laptops, printers, cameras and video recorders are essential capital resources in the overall operations of the productions company. The institution also needs to plan resources to cater for electricity bills and back up plans to ensure that the broadcast company is always running regardless of the unforeseen challenges. In order to ensure that the university is prepared to implement the initiative, it is therefore important to carry out research studies in production companies that are already operational. Such information may be useful in promoting the chances of existence for the new media company.
Conclusion
AUE offers courses in different faculties including media implying that opening a broadcast company would be an applicable innovative service. The national innovation strategy supports the development of this initiative as it fosters the improvement of already existing infrastructure. A broadcasting company in a learning institution would improve the level of creativity in students as it establishes their entrepreneurial skills. Implementing the idea will also act as an opportunity for media students to improve their practical skills. Thus implementation would imply a strengthened education system for the entire institution. Implementing this initiative requires planning using four major steps namely; target audience identification, setting up unique co-editorial proposition, creation of revenue generation strategy and identifying unique values.
References
American University in the Emirates, (2017). American University in the Emirates. Mission, Vision, Core Values< http://aue.ae/why-aue/# >
Buckingham, D. (2013). Media education: Literacy, learning and contemporary culture. John Wiley & Sons. 1-15 <https://www.researchgate.net/profile/David_Buckingham3/publication/242298855_Cha pter_Three_of_Media_Education_Literacy_Learning_and_Contemporary_Culture/links/5 5144afa0cf23203199d480c/Chapter-Three-of-Media-Education-Literacy-Learning-and- Contemporary-Culture.pdf>
UAE Ministry of Cabinet Affairs, (2015). UAE National Innovation Strategy. <http://www.uaeinnovates.gov.ae/docs/default-source/pdfs/national-innovation-strategy- en.pdf?sfvrsn=2>