5TH CONFERENCE OF THE MARKETING DEPARTMENT ISCOIM 2025 – FACULTY OF BUSINESS UAMD

On April 11-12, the fifth scientific conference of the Department of Marketing, Faculty of Business, UAMD, was held, with the topic: "Challenges and Opportunities of Marketing in the Age of Artificial Intelligence", attended by over 100 researchers in this field.
This activity was attended by important figures of the institution, including the Rector of the University “Aleksandër Moisiu”, Durrës, Prof.Dr. Shkëlqim Fortuzi, the Rector of the University of Applied Sciences, Prof.Dr. Agron Bajraktari, the Vice Rector for Scientific Research, the University “Aleksandër Moisiu”, Durrës Prof.Dr. AzetaTartaraj, the Dean of the Faculty of Business Prof.As.Dr Llambi Prendi, and other senior representatives of the academic field.

The aim of this conference was to provide an interdisciplinary platform for exploring the impact of Artificial Intelligence in the field of marketing, as well as fostering dialogue between academics, industry professionals, students and decision-makers. The conference focused on fostering the exchange of knowledge, best practices and innovative ideas on the ways in which AI is reshaping marketing strategies and processes at the local and global levels.

The objectives of the Conference were:
– Analysis of the impact of AI on marketing strategies, including market segmentation, personalization, customer experience, and campaign automation.
– Exploring technological innovations, such as ChatGPT, AI-powered content generation, big data analysis, and the use of such algorithms in Marketing.
– Discussing ethical and societal challenges related to the use of AI in consumer communication, including issues of privacy, transparency and accountability, and promoting collaboration between academia and industry to build bridges between theory and practice in this dynamic field.
This edition, in partnership with universities in the country, the region and beyond, saw the participation of over 100 researchers from 10 countries and more than 20 different national and international universities, who took part in this 2-day conference in offline and online sessions.