The master thesis is concerned with the impact of online and offline marketing. These effects are researched in the conditions of United Arab Emirates and its telecommunication industry. The goal of the thesis is to identify the effects of offline and online marketing tools on consumer behavior in the UAE telecommunication industry. The main added value of the thesis is brought through primary research that was conducted on the sample of 100 respondents living in the UAE. The results show the increasing importance of online marketing tools and stress the significance of synergic effects of implementing adequate online and offline marketing tools.

Psychographics is the principal technique used by consumer researchers as an operational definition or measure of life style. One aim of psychographics is to provide quantitative measures of consumer lifestyles, in contrast to soft or qualitative research from focused group interviews, depth interviews and similar techniques. The scope of this thesis is to discuss the psychographics analysis and life system in the United Arab Emirates (UAE) as a tool of marketing communication segmentation.

The purpose of this study is to identify the various events that would attract tourists, and develop strategies that would reach the target market to increase tourism in the United Arab Emirates (UAE), formerly known as the Trucial States prior to 1971.

The subject selected for this research project is the identification of the strategies to establish an Internet market agency in the United Arab Emirates(UAE) that offers advertising assistance via web sites to companies doing business in this country.