MARKETING DEPARTMENT ACADEMIC STAFF AND STUDENTS ATTEND A LECTURE BY CHRISTOPHER TUCCI, PRESIDENT OF THE ACADEMY OF MANAGEMENT AND PROFESSOR AT IMPERIAL BUSINESS SCHOOL, AS PART OF THE INTERNATIONAL REINFORCEUA PROJECT

On 28 October 2026, academic staff and students enrolled in bachelor’s, master’s and doctoral programmes in Speciality D5 Marketing at the Marketing Department of Kyiv National University of Technologies and Design (KNUTD) joined ReinforceUA, an international educational project organised by MIM Business School in collaboration with the US-based Academy of Management (AOM).

Participation in the project enables students and academic staff to explore contemporary international approaches to marketing and management, deepen their understanding of current business challenges, and learn from leading international scholars and practitioners.

Participants attended the lecture “How to Survive in an Era of AI Disruption”, delivered by Christopher L. Tucci, President of the Academy of Management for 2026-2027, Professor of Major Programmes and Innovation at Saïd Business School, University of Oxford, and Professor of Digital Strategy and Innovation at Imperial Business School. An internationally recognised scholar specialising in innovation, artificial intelligence and business digital transformation, Professor Tucci has extensive academic and leadership experience. He previously served as Dean at the École Polytechnique Fédérale de Lausanne (EPFL), Switzerland, and as Founding Dean of the College of Business and Innovation at NEOM University.

The lecture addressed the strategic adaptation of businesses to changes driven by artificial intelligence and the implications of these changes for marketing. Key themes included recognising technological shifts at an early stage, identifying organisational capabilities that retain their value in a changing environment, and preparing to renew business models. In marketing, these issues are directly linked to market research, understanding consumer behaviour, developing value propositions and maintaining business competitiveness.

The ability of executives and marketers to recognise early signs of transformation requires careful analysis of changes in competitors’ activities, consumer expectations and approaches to engaging target audiences. In a marketing context, this highlights the importance of using data to identify market trends, forecast demand and anticipate changes in purchasing behaviour, enabling informed adjustments to product ranges, pricing policies, distribution channels and marketing communications.

Recognising external changes is closely linked to reassessing a company’s strengths and reviewing its business model-the ways in which it creates customer value, organises its operations and generates revenue. As artificial intelligence advances, businesses need to determine which resources, knowledge and competencies will sustain their competitiveness. A deep understanding of customer needs, brand trust, service quality and the ability to translate marketing data into informed decisions become particularly valuable. Marketing plays a key role in this process by helping companies identify promising market segments, refine their positioning and develop offerings that respond to evolving consumer needs. AI expands opportunities to personalise customer interactions, develop digital sales channels and enhance the customer experience, while requiring marketers to develop analytical skills, think critically and combine technological tools with professional experience and creativity. Such changes should be assessed in terms of their contribution to customer satisfaction and loyalty, the effectiveness of marketing expenditure and business profitability.

The issues raised in the lecture encourage an understanding of marketing as an integral part of strategic management, connecting market changes and consumer needs with a company’s capabilities. For marketing students, these topics provide an opportunity to explore how artificial intelligence and predictive analytics can support proactive decision-making, inform marketing strategies and contribute to long-term business development.

The Marketing Department of KNUTD extends its sincere gratitude to Oleksii Vynohradov, Acting President of MIM Business School, Candidate of Economic Sciences and marketing specialist, and to the entire business school team for their longstanding, productive partnership, support for educational initiatives, and the opportunity for KNUTD Marketing Department students to participate in the international ReinforceUA lecture series. Further cooperation will support new joint educational projects, enhance the professional preparation of future marketers and integrate contemporary international experience into teaching and learning.

02.11.2026