On May 4, 2026, students of the D5 «Marketing» specialty listened to a webinar on the topic “Skills for the Future” and took an active part in its discussion.
The stakeholder of the Marketing Department, the Ukrainian Marketing Association https://uam.in.ua/ , continues to open our students to access global expertise, creating opportunities for exchanging knowledge with leading international specialists. This time, students had the opportunity to listen to a lecture with the participation of international expert Maxwell Minckler, head of Google’s Marketing Insights division in the EMEA region.
Guest speaker Maxwell Minckler heads the client research division for Google Search and YouTube Ads Marketing in the EMEA region. He has over fifteen years of professional experience in creating large-scale B2B and B2C marketing research programs that help transform consumer insights into practical business solutions at the local, regional and global levels. Before working at Google EMEA, he led Google’s research in the areas of Brand & Reputation and Devices & Services in the Asia-Pacific region and also developed data-driven insights for technology and media companies in North America.
During the meeting, the speaker presented the results of Google’s research on the impact of artificial intelligence on business and marketing development. Special attention was paid to the issues of integrating AI into company activities, transforming business processes and approaches to creating added value using modern technologies.
The webinar participants got acquainted with different models of companies’ attitude to the implementation of artificial intelligence. The speaker considered approaches based on the desire to keep up with technological trends, a cautious attitude to possible risks, as well as maximizing the benefits that the use of AI can provide. It is the latter approach, according to the expert, that is characteristic of organizations that achieve the best results in digital transformation.
Separately, Maxwell Minkler presented practical recommendations for the implementation of artificial intelligence in the activities of organizations. Within the framework of the proposed approach, attention was focused on the need to clearly define the goals of using AI, develop relevant competencies of employees, form an open culture of discussing experience with new technologies, and create conditions for their effective application in everyday activities.
Participation in the event gave students the opportunity to familiarize themselves with current global trends in the field of marketing and digital technologies, deepen their understanding of the role of artificial intelligence in modern business, and gain valuable knowledge from a representative of one of the world's leading technology companies.
The event contributed to the expansion of the professional worldview of the participants, deepening their knowledge of current trends in marketing development and awareness of the importance of continuous learning in the conditions of dynamic changes in the business environment.
We sincerely thank the speaker Maxwell Minkler for a meaningful, relevant and inspiring lecture, valuable practical recommendations and willingness to share international experience.
We express our sincere gratitude to Natalia Pysarenko, a member of the Council of the Ukrainian Marketing Association, for the initiative and assistance in holding the webinar, as well as to Iryna Lylyk, President of the NGO "Ukrainian Marketing Association", for supporting educational initiatives and creating opportunities for professional development of students and teachers.
25.05.2026
