Abstract

In today’s fast-paced and dynamic business landscape, marketing plays a crucial role in influencing business strategy and decision-making in an organisation. Marketing not only helps organisations identify and anticipate trends, threats, and opportunities, but also enables them to formulate and implement effective strategies to capitalise on these insights and achieve the organisation’s vision and goals. Future Foresight in marketing empowers organisations to stay ahead of the curve and gain a deeper understanding of the target audience and industry landscape. The evolving nature of marketing driven by advancements in technology, particularly artificial intelligence, machine learning, and digital marketing channels, makes it imperative for organisations to integrate Future Foresight into their strategic planning. This practice allows the organisation to better prepare for the future, increasing its chances of long-term success and of achieving greater sustainability in a competitive marketplace. However, the adoption and implementation of Future Foresight practices within organisations is still limited. There is a lack of understanding and awareness of the value of strategic Future Foresight activities, which leads to the hesitancy in implementing these practices across any organisation. In this paper, the research will focus on exploring the use of Future Foresight tools and techniques in marketing to enhance business strategy and decision-making. The case study used in this research paper is Expo City Dubai. The aim is to assess and evaluate the outcomes and value added from employing Future Foresight tools and techniques in the marketing department of Expo City Dubai, and its impact on the overall success and competitiveness of Expo City Dubai in the marketplace.

Library of Congress Subject Headings

Marketing--United Arab Emirates--Planning; Marketing--Technological innovations; Marketing--Forecasting

Publication Date

5-2025

Document Type

Thesis

Student Type

Graduate

Degree Name

Professional Studies (MS)

Department, Program, or Center

Graduate Programs & Research

Advisor

Woody Wade

Campus

RIT Dubai

Plan Codes

PROFST-MS

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