Effective Marketing Strategies for Growing STEM Racing Programs in Saudi Arabia (Al-Ahasa Hub): A Marketing Study

Abstract

This study examines how contemporary marketing strategies influence the growth and visibility of STEM racing programs in Saudi Arabia, with a particular focus on identifying which strategies are perceived as most effective by individuals familiar with marketing and STEM initiatives. Data were collected through an online questionnaire completed by 70 participants with backgrounds or interests in marketing, STEM racing, or related business fields. Participants evaluated the perceived effectiveness of several established marketing frameworks, including T-Marketing, Google Micro-Moments, the Unique Selling Proposition (USP), the 3Cs, Jobs to Be Done (JTBD), the 4Ps, and the sponsorship funnel. Findings indicate clear differences in perceived effectiveness across strategies, with targeted digital approaches such as T-Marketing receiving stronger evaluations, while more traditional models such as the USP were perceived as less effective due to inconsistent application. The study provides practical insights into how STEM racing teams can enhance communication, strengthen audience engagement, and improve promotional outcomes. Ultimately, this research guides teams toward more strategic, consistent, and impactful marketing practices that support the continued development of STEM racing programs in Saudi Arabia.

Keywords: STEM racing, marketing strategy, T-Marketing, Google Micro-Moments, USP, Saudi Arabia

DOI: 10.7176/EJBM/18-4-01

Publication date: April 30^th 2026