Ms Preeyal Shah, Senior Brand Manager, Dubai Holdings, delivered a session on “Concept generation and evaluation” as a part of Brand and Service Marketing and International project management course in the IMBD Program. She has led high-impact campaigns across diverse markets, blending creative storytelling with data-driven insights to drive brand growth.
The session helped students understand how new ideas for products or services are created and assessed before
development. Students develop the ability to generate creative ideas and systematically evaluate them to select the best concepts for successful product or service development.