On December 18, 2024, the European University of Armenia (EUA), in collaboration with the E-Commerce & Digital Marketing Association (ECDMA), hosted the Pathways to Marketing Mastery forum on the EUA campus. The event brought together nearly 150 registrations, with 100 participants attending in person, including students and external guests. Designed to inspire and equip participants preparing to enter the marketing industry, the forum offered a comprehensive journey—from foundational concepts to actionable career strategies.
The forum opened with Eugene Mishchenko, President of ECDMA, presenting The Pillars of Marketing and Their Role in Business Success. Drawing on his extensive experience, Eugene illustrated how marketing’s diversity allows everyone to find their place within it. He emphasized that marketing is not a single-track profession but a vast field where individuals can apply creativity, analytical skills, and technical expertise.
Eugene described the ever-changing nature of marketing, emphasizing that marketers must continuously learn and adjust at each stage of their careers. He also discussed marketing’s complex duality—it can be both cynical and manipulative, which is why strong ethics are essential. “Marketing is about influencing people,” Eugene explained, “and that power demands accountability and a clear commitment to ethical principles.”
His session gave attendees not only a structured understanding of marketing’s evolution but also a compelling call to approach the profession with a blend of strategic thinking, adaptability, and integrity.
Following Eugene’s session, Satenik Ghazaryan, Marketing Director of the Armenia Digital Awards and an alumna of the European University of Armenia, shared her personal journey from a university graduate to an accomplished marketing leader. Reflecting on her own decisions, Satenik candidly discussed how prioritizing a material purchase over self-investment, such as buying a car instead of funding her education, became one of her biggest mistakes. She stressed that setbacks are not the end but opportunities to learn and move forward. “When you fall,” she said, “you must stand up, refocus, and keep going.” Her session offered a heartfelt and practical perspective that resonated deeply with the audience.
Mariana Edilyan, HR Director at Viva, delivered a focused and impactful session titled The Five Elements of a Successful Career. Her presentation, lasting over an hour, was packed with actionable insights and “go-and-do” tips that resonated strongly with the audience. She emphasized that building a career is not just about hard skills but also understanding one’s personal strengths, maintaining clarity in goals, and consistently working toward improvement.
Mariana guided the audience through networking strategies, showcasing how thoughtful and genuine connections—both online through LinkedIn and offline at events—can open career doors. She introduced time-tested tools like the “Pomodoro Technique” to help manage workloads effectively and shared insights into crafting standout CVs tailored to specific roles. Her emphasis on presenting oneself confidently during job interviews resonated deeply with the students, many of whom were eager to apply her advice immediately.
One of the most engaging moments was her breakdown of how recruiters think when scanning resumes and conducting interviews. “You have seconds to make an impression,” Mariana explained, highlighting how precision and clarity can make all the difference. The enthusiastic response from students, including active participation and post-session questions, underscored the relevance of her advice. Mariana’s session became a pivotal moment for attendees, equipping them with tangible strategies to navigate the job market effectively.
The forum concluded with Anton Vert, a renowned entrepreneur and CBDO of Swaggy Agency, widely known as the “Merchapet—Minister of Merch,” who discussed the significance of building a personal brand in his session How and Why to Build a Personal Brand. Anton highlighted that a personal brand is vital, regardless of whether you are a seasoned entrepreneur or a student seeking your first job. Drawing on his own experiences, he provided practical tips on establishing a compelling personal brand. He emphasized authenticity and consistency, urging participants to align their online presence with their professional goals and aspirations. Anton underscored the importance of admitting mistakes and acknowledging gaps in knowledge, stating, “It’s normal to make mistakes and fix them; what’s not normal is pretending you’ve never made any and therefore not addressing them.” Using relatable examples, he demonstrated how admitting and learning from mistakes can enhance credibility and foster trust. His engaging presentation also showcased the power of storytelling and a strong digital footprint in setting oneself apart in competitive fields. “Your personal brand is your promise to the world,” Anton remarked, “and in today’s digital landscape, it’s your most valuable asset.”
The structure of the forum—starting with foundational marketing concepts, moving through personal growth, and ending with practical career strategies—was carefully designed to meet the needs of both students and external guests. This progression ensured that attendees gained a full spectrum of insights, from understanding marketing’s dynamic nature to preparing for real-world challenges.
For students, the forum was a chance to learn directly from industry leaders, offering practical tools and inspiration as they prepare to enter the workforce. External guests, including young professionals and aspiring marketers, found the event equally valuable as it highlighted emerging trends and provided actionable advice applicable to their careers. The discussions sparked new ideas, showcasing marketing’s role not just as a profession but as a driving force for innovation and ethical practice.
Events like Pathways to Marketing Mastery are critical for building a bridge between academia and the professional world. They not only prepare the next generation of marketers but also strengthen the industry by fostering a culture of learning, collaboration, and ethical responsibility. For the future of Armenia’s marketing landscape, such initiatives are indispensable.
Reflecting on the forum, Eugene Mishchenko shared, “ECDMA’s mission is to bridge the gap between academic knowledge and industry practice. This event was designed to give students and aspiring marketers a real advantage as they prepare to launch their careers. It’s about empowering the next generation with the tools, confidence, and mindset they need to succeed while emphasizing the ethical responsibilities that come with the profession.”
With a focus on practical learning and actionable insights, Pathways to Marketing Mastery proved to be an essential stepping stone for Armenia’s future marketing professionals, helping them turn their aspirations into achievable goals.
