MMA MENA, together with its strategic initiative, MMA Academy, proudly announces a landmark collaboration with Heriot-Watt University Dubai to launch the Marketing in the Age of Intelligence Masterclass Series. The programme is designed to strengthen the region’s talent pipeline by equipping business students with practical skills, advanced knowledge, and valuable industry connections, enabling them to thrive in today’s fast-evolving marketing ecosystem.
Developing Qualified Human Resources Through Academia–Industry Collaboration
At the heart of this initiative is the shared vision of MMA Academy and Heriot-Watt University Dubai to act as strategic drivers of talent development in the MENA region.
- MMA Academy contributes as a strategic platform shaping future marketing standards, innovation, and leadership capacity by bridging academic rigour with industry expertise.
- Heriot-Watt University Dubai, a leading institution with a strong legacy in higher education, brings its global academic excellence and regional vision of preparing students to meet the demands of a knowledge-driven economy. Through its commitment to research-led teaching and future-focused curricula, Heriot-Watt ensures that students graduate with both intellectual depth and practical adaptability.
Together, this collaboration underscores the critical importance of investing in human capital as the foundation for sustainable growth, digital transformation, and marketing excellence in the MENA region.
From Classroom to Boardroom: Bridging Academia and Industry
The “Marketing in the Age of Intelligence” Masterclass Series gives Heriot-Watt University Dubai’s students direct access to senior industry leaders, including MMA board members and marketing executives from top organisations. Through interactive sessions, applied workshops, and thought-leadership engagements, students will develop both strategic vision and hands-on expertise.
Key topics include:
- Brand Strategy & Customer Growth – Building resilient brands and driving sustainable growth.
- Social Media & Consumer Behavior – Navigating trends and influencing engagement.
- AI, Martech & Data – Harnessing intelligence, automation, and analytics for smarter decisions.
- Creative & Performance Marketing – Aligning creativity with measurable business results.
- Workshops & Keynotes – Immersive, performance-driven learning experiences.
A Unique Opportunity for the MENA Region
Melis Ertem, CEO of MMA MEA, emphasised the regional significance:“Through MMA Academy, we are investing in the most strategic priority for our region — the development of human capital. By creating a bridge between academia and industry, we are ensuring that tomorrow’s marketing leaders are prepared to innovate, adapt, and lead with impact. This collaboration with Heriot-Watt University Dubai represents a decisive step toward shaping the future of marketing in MENA.”
MBA Programme Director, Dr. Stavroula Kalogeras from the Edinburgh Business School at Heriot-Watt University Dubai added: “Our partnership with MMA Academy elevates academic learning into a strategic journey of transformation. Students will graduate not only with advanced knowledge but also with the confidence and connections to succeed in a marketing landscape redefined by intelligence, creativity, and data.”
