The American University of Beirut is one of the oldest and most reknowned universities in the Middle East.

The assignment involved assessing AUB's existing and prospective positioning within the Lebanese market and advising AUB on its competitive strategy going forward. In addition to surveying and analyzing perceptions of AUB amongst various stakeholders and analyzing AUB's positioning with respect to job market requirements, it also involved an "internal" client analysis and an assessment of key competitors in the market. Research methods used included desk research and, both, qualitative and quantitative surveys.