IBCM had the pleasure of hosting Sara Musliu, global marketing leader at Ventla Group, for an engaging guest lecture titled “Brand & Marketing Strategy in the New Age: AI, Culture, and the Future of Communication.” The lecture was part of the course “Principles of Management” led by Assistant Professor Vjosë Latifi.

During the lecture, Sara shared insights into how modern brands grow, communicate, and remain relevant in a rapidly evolving global landscape shaped by technology and culture. Drawing from her international experience across Europe and Silicon Valley, she explored how companies build trust, shape brand identity, and connect with diverse audiences in meaningful ways.

The session was highly interactive, encouraging open dialogue and active participation from students. Through real-world examples and discussion, students gained a practical understanding of contemporary marketing and business strategies beyond the classroom.

Sara highlighted the significance of mindset in the modern business environment by saying, "Being intellectual is actually being curious."

Reflecting on the session, Assistant Professor Vjosë Latifi highlighted its relevance by stating, “AI is reshaping business, marketing, and the future of communication.”

"The lecture showed us that marketing today isn't just about selling; it's about understanding people, culture, and being curious about change," Diar Bilalli, a student, said of the experience.

The lecture offered valuable perspectives for students interested in marketing, management, entrepreneurship, and the future of global communication.