September 26, 2024, Dubai, UAE – The Modern Marketing Association MENA (MMA MENA) announces the expansion of its educational initiative, MMA Academy, into the Middle East and  North Africa (MENA) region. This significant milestone aims to enhance digital marketing education, emphasizing the crucial role of strategic university collaborations in shaping the future of marketing professionals across the region.

MMA Academy is a cutting-edge platform designed to equip both marketing professionals and aspiring talent with the latest skills in AI-driven marketing technologies and strategies. With a focus on globally relevant and future-proof competencies, the Academy offers training programs and workshops that cover the latest advancements in digital marketing, artificial intelligence (AI), and marketing technologies. Participants, including MMA board member company employees, university students, and new graduates, benefit from innovative learning experiences that prepare them for the evolving landscape of modern marketing.

Driving Growth and Innovation through Education

Starting in the 2024-2025 academic year, MMA Academy is collaborating with leading universities in the MENA region, beginning with the American University in Dubai (AUD). These collaborations are designed to offer students hands-on learning opportunities, bridging the gap between academic knowledge and real-world industry demands.

One key initiative is a semester-long MBA student pitch competition at AUD, organized by MMA Academy in collaborations with OSN. The competition will challenge students to develop a comprehensive 360-degree marketing communications and advertising campaign, incorporating AI and digital marketing technologies. This experience will provide students with practical skills and prepare them for real-world marketing challenges.

Additionally, MMA Academy will host guest speaker sessions with industry leaders from UM MENAT and MEmob+, offering both AUD undergraduate and MBA students insights into AI-driven marketing and data analytics. These sessions will include practical exercises that encourage students to apply their knowledge in real-time, further aligning academic learning with industry expectations.

MMA Academy’s mission is to foster continuous learning and innovation in the marketing industry. By collaborating with local and international partners, like OSN, the leading network for premium entertainment in the MENA region, as well as esteemed universities such as  AUD, MMA Academy is helping to develop industry standards and best practices that will shape the future of marketing in the MENA region. These efforts are crucial in driving economic growth and elevating the capabilities of marketing professionals throughout the region.

“We are proud to take a significant step toward realizing our vision of contributing qualified human resources to the global modern marketing sector through MMA Academy. By collaborating with prestigious universities like AUD, we are not only providing students with invaluable learning opportunities but also bridging the gap between academic knowledge and industry needs. 

Our goal is to empower the next generation of marketers with the skills they need to thrive in a rapidly evolving digital landscape,” says Melis Ertem, MMA MEA CEO. 

Devrim Melek, SVP of Strategy at OSN, added: “We’re excited to collaborate with MMA and AUD on this applied campaign, uniting professionals, academics, and students in a unique initiative. OSN is proud to support AUD MBA students, offering them invaluable real-world experience with a leading regional entertainment company.

Upcoming Highlights at AUD with OSN:

  • September 17th: MMA Academy and OSN executives will visit AUD to present the Creative Brief to MBA students, launching the semester-long collaborative pitch competition. On September 17th, MMA Academy and OSN Marketing Team Executives will visit the AUD campus to share their Creative Brief face-to-face with AUD MBA students. 
  • Creative Brief will include a challenge asking AUD MBA students to develop a 360-degree marketing communications & advertising campaign with their unique creative ideas and execution solutions, including AI and new digital marketing technologies. 
  • Through the end of the Fall 2024 semester, on November 26th, AUD MBA students will present their 360 marketing communications & advertising campaign including creative ideas, strategy, and execution solutions within a media plan & budget as if they are doing an advertising agency pitch to OSN Marketing Team Executives and MMA Academy. 
  • There will be 3 criteria of evaluation plus requesting students to develop a perspective and foresight on the Business Impact of their campaign by indicating KPIs on ROI including their suggested media budget;
  • Creative Samples (30%)
  • Strategy (30%)
  • Execution/ Use of Media (20%)
  • Business Impact (clarifying expected business results/ 20%) 
  • The successful MBA student team(s) will be awarded with special prizes from OSN and a chance for opportunities with OSN depending on the availability. In addition, they will be invited to participate to one of the leading marketing conferences of the MENA region, SMARTIES NEXT! Conference in May 2025 organized by MMA MENA. 
  • November 12th: OSN Marketing Guest Speaker session at AUD.
  • November 26th: MBA students will present their 360-degree marketing campaign pitches to OSN and MMA Academy, with prizes and potential opportunities with OSN for the winning teams.

Additional Guest Speaker Sessions:

  • September 30th: MEmob+ will present a session on AI-driven marketing to senior undergraduate students, including a practical AI-powered marketing campaign exercise.
  • October 21st & 29th: UM MENAT executives will deliver two AI Masterclass sessions targeted to AUD senior undergraduate and MBA students, offering insights into AI’s role in digital marketing, ethics, and the future of the industry.

MMA Academy: A Hub for Empowering Next Generation Marketing Leaders 

In collaboration with Digital Turbine, MMA Academy is launching the region’s first certificate program, a groundbreaking initiative to transform the digital marketing landscape. Digital Turbine is a mobile advertising leader that powers premium mobile advertising campaigns for the world’s leading advertisers — connecting them with over 1 billion monthly unique users, utilizing the world’s largest app inventory. Through free masterclass sessions by DT’s experts, participants will gain access to the latest marketing technologies and strategies, positioning them at the forefront of the industry. This partnership offers visionary insights that empower marketing professionals to drive innovation and create a lasting impact in their careers.

To further its commitment to digital marketing education, MMA Academy will also launch a comprehensive digital content hub on the MMA MENA website. This platform will serve as a go-to resource for marketing professionals seeking to advance their skills and knowledge, offering webinars, certificate programs, and exclusive content.

For more information, please check;

https://www.mmamena.org and for MMA Global www.mmaglobal.com