What makes an effective marketer in 2026? Why technical skills are no longer enough in an uncertain world

Marketing continues to evolve at a pace in response to AI, shifting consumer expectations, and growing business uncertainty. As the profession becomes increasingly complex, the capabilities required to succeed are changing rapidly. Technical knowledge alone is no longer enough. Today’s marketers are expected to think strategically, make confident decisions in uncertain environments, and adapt quickly when the landscape changes.

Join us for an industry-focused masterclass delivered in collaboration with the Chartered Institute of Marketing (CIM), bringing together perspectives from leading marketing professionals working across the region. This session will explore what truly makes a marketer effective in 2026, examining the realities of modern marketing practice, from navigating ambiguity and balancing competing priorities to developing the judgement and adaptability that drive meaningful impact.

You will hear directly from experienced industry leaders as they share practical insights into the challenges marketers face today, the capabilities organisations increasingly value, and how professionals can strengthen their effectiveness in an increasingly unpredictable world.

Whether you are an experienced marketing professional, an early-career marketer looking to stand out, or a prospective student considering a future in marketing, this session will provide valuable perspectives on the evolving nature of the profession and the skills that matter most for the future.

Speakers

• Sarah Percy, Assistant Professor and Programme Director of Postgraduate Marketing, Birmingham Business School Dubai
• Ebru Tuygun, Chief Executive Officer, GVGL Global Marketing Management and Advisory Board Chairwoman, International Women Board of Directors
• Mitin Chakraborty, Head of Marketing, Babyshop at Landmark Group

Date and time

Thursday, 4 June 2026
17:00 to 18:00 (Dubai time)

Who should attend?

• CIM members in the region

• Marketing professionals

• Early-career marketers

• Prospective marketing students

About the Chartered Institute of Marketing (CIM)

The Chartered Institute of Marketing is the world’s leading professional marketing body, dedicated to developing marketing capability, maintaining professional standards, and supporting marketers throughout their careers. With an international community of members and extensive industry expertise, CIM works closely with businesses and universities to help marketers build the strategic and practical skills needed to succeed in a changing global landscape.

Department of Marketing

The Department of Marketing at the Birmingham Business School in Dubai combines academic excellence with industry relevance, preparing students to become strategic, adaptable, and globally minded marketing professionals. Marketing at the University of Birmingham is ranked among the world’s leading subjects, with the University ranked within the top 100 globally for Marketing in the QS World University Rankings by Subject 2026.

Our programmes are designed to equip students with the knowledge, practical skills, and commercial awareness needed to succeed in today’s rapidly evolving business environment. Programmes offered at our Dubai campus include:

• BSc Marketing
• BSc Business Management with Marketing
• BSc Business Management with Marketing and Industrial Placement
• BSc Marketing and Industrial Placement
• MSc Marketing