Marketing Challenges: Academia Meets Practice

As part of the AMS World Marketing Congress, we invite scholars, researchers, and marketing practitioners to join a dynamic exchange of ideas on the most pressing challenges facing the profession today. By bringing together academic insight and real-world business experience, this special session aims to bridge the gap between theory and practice and explore how marketing can create greater impact in an increasingly complex environment.
📅 On July 7, from 10:00 to 13:30, participants will engage in discussions on four critical topics shaping the future of marketing: the evolving competencies required in the age of AI and data, the challenge of transforming data into actionable business decisions, balancing short-term performance with long-term brand building, and strengthening marketing’s strategic role in public-sector decision-making.
Join us for an inspiring conversation on how marketing professionals, educators, and researchers can work together to address today’s challenges and shape the future of the discipline.
🎟️ Registration is free, but seats are limited. Please register to secure your spot: https://forms.gle/g72ubH3tmbdwpWMG6
📍 The event will take place on July 7th at Vilnius University TechHub, Faculty of Economics (Saulėtekio al. 9, II rūmai).
🔗 Find out more: https://lima.lt/marketing-challenges-academia-meets-practice/
What’s on & When?
10.00 - 10.05 | Welcome
10.05 - 10.45 | ARE MARKETING COMPETENCIES KEEPING PACE WITH THE MARKET? HOW SHOULD SPECIALISTS BE TRAINED IN THE ERA OF AI, DATA, AND CONSTANTLY EVOLVING SKILLS?
Moderator: Rūta Gaudiešienė | Board Member, LiMA & Partner, Civitta
Participants:
- Prof. Dr. Barry J. Babin | University of Mississippi
- Prof. Dr. Jean-Luc Herrmann | University of Lorraine
- Prof. Dr. Nic Terblanche | Stellenbosch University
Vaida Jurkonienė | CMO, Telia (CMO of the Year '25 & LiMA Board Member)
10.45 - 11.25 | BIG DATA, GUT DECISIONS: SOLVING THE MODERN BUSINESS PARADOX
Moderator: Guoda Stavarienė | Sociologist & Business Strategist,
Former Head of Retention at Nord Security
Participants:
- Prof. Dr. Klaus-Peter Wiedmann | Leibniz University
- Prof. Dr. Joel Le Bon | Johns Hopkins University
- Prof. Dr. Greg Kivenzor | University of Connecticut
- Ada Mockutė-Jaime | CMO, Nordcurrent (CMO of the Year '26)
11.25 - 12.00 | Coffee Break
12.00 - 12.40 | BRAND IDENTITY CRISIS: ARE WE STILL BUILDING BRANDS OR JUST OPTIMIZING PERFORMANCE?
Moderator: Kristina Mažeikytė | CMO, Brand Builder & Business Growth Leader
Participants:
- Prof. Dr. Mathieu Kacha | University of Lorraine
- Prof. Dr. John B. Ford | Old Dominion University
- Prof. Dr. Nic Terblanche | Stellenbosch University
- Ąžuolas Zubkonis | Head of Sales & Marketing, Swedbank Lithuania (CMO of the Year '24)
12.40 - 13.20 | HOW CAN MARKETING IN THE PUBLIC SECTOR GET A SEAT AT THE DECISION-MAKING TABLE?
Moderator: Rūta Putnikienė | Board Member, LiMA & LRT
Participants:
- Prof. Dr. Sreedhar Madhavaram | Texas Tech University
- Prof. Dr. Jean-Luc Herrmann | University of Lorraine
- Prof. Dr. Joel Le Bon | Johns Hopkins University
- Tomas Godliauskas | Former Vice-Minister of National Defence, Lithuania
13.20 - 13.30 | Closing remarks