Case study: Masdar

Inbound & Content Marketing Workshop in Masdar

UP Middle East Team


UP was engaged by the Masdar Institute of Science and Technology (Masdar Institute) and related organizations to run a two-day digital marketing workshop.







The brief

UP was asked to conduct a two-day strategic education session for Masdar’s senior marketing team, helping them to move to the digital marketing era. The session included marketers from all the entities under the Masdar portfolio, including Masdar City and Masdar Institute of Science and Technology (or Masdar Institute) (before emerging with Khalifeh University).


The work

In this workshop which was based on UP case studies, we helped the senior marketing team to understand the concept and benefits of the inbound and content marketing, walked them through the process and enabled them to utilize the great source of content they had available or could develop using the great story of Masdar portfolios.

Inbound Content Marketing

The result

The workshop was well received by the Master senior marketing team. It gave them the confidence to make the strategic decision towards evolving their marketing departments and refocusing budgets to the more personalized, more impactful and less costly disciplines and activities.