How the MCM Advisory Board Helps Shape the Future of Our Program

Staying aligned with fast-evolving marketing, communication, and media landscapes requires more than academic excellence. It demands continuous dialogue with industry leaders. Our recent Master in Marketing, Communication and Media (MCM) Advisory Board meeting brought together experienced professionals from across sectors to reflect on latest trends, emerging challenges, and the skills our students need to thrive.

Participants included Patrick Samaha, CEO of Omada; Alexandra Taleva, Director Corporate Communications Middle East, at EDF; Hans Fraikin, Global Head of Media and Entertainment at MM Advisory; Anfeng Wan, Founding President of the Sichuan Chamber of Commerce; and Karen Khlat, Marketing Director at AMS Real Estate Management . We discussed how recent industry developments and shifting global dynamics are reshaping expectations in marketing and communication professions.

Industry Transformation and the Impact of AI

The conversation revealed how technology, globalisation, and geopolitical shifts are challenging traditional structures across industries. Hans emphasised that media and entertainment are not slowing down but rather rerouting, adapting to new forms of storytelling influenced by politics, media ownership and global financing structures. He noted the rising importance of documentary, reality based narratives, and user generated content, which create opportunities for independent creators who can operate efficiently in this new ecosystem.

Patrick spoke about the democratisation of media through podcasts and digital platforms, where authenticity is becoming the new trust currency. He stressed the difficulty of validation in a saturated information environment and encouraged educators to train students in digital literacy, personal confidence, and ethical discernment, which are skills that distinguish trustworthy professionals in an AI driven age.

Crisis Management and Cross Sector Skills

From a corporate perspective, Alexandra discussed the increasing strategic importance of crisis management, both for communication teams and organisational leaders. She observed that many professionals acquire these capabilities through experience rather than formal study alone, suggesting a stronger academic focus on crisis planning and internal external communication.

Karen echoed this need, highlighting how the pandemic, remote work, and shifting consumer behavior have permanently changed marketing practice. She pointed out that academic rigour and practical agility must complement each other, and that universities should help students interpret professional trends while professionals benefit from the discipline of academic frameworks. Both dimensions are necessary to absorb digital transformation effectively and to manage future disruptions.

Cross Cultural Fluency and Policy Awareness

Anfeng shared important insights from the vantage point of cross cultural business operations. For international students aspiring to work in the UAE or GCC, understanding Chinese, Emirati, and Western cultures simultaneously is vital. She underscored the importance of integrating policy and regulatory knowledge across courses rather than treating them as isolated topics. In a world where globalisation and digitisation are reshaping business landscapes, cultural intelligence and regulatory literacy are emerging as core employability skills.

The board also reflected on the broader implications of AI for communication. Alexandra agreed that discernment, or the ability to verify authenticity and assess accuracy in the era of deepfakes and algorithmic media, is becoming one of the most pressing competencies for future communicators.

Preparing for the Skills of the Future

A common theme across all interventions was the balance between human and technological capabilities. As Hans observed, organisations now seek professionals with three key strengths: technical proficiency, analytical thinking, and adaptive flexibility. Patrick expanded on this, describing AI as an emerging operating system still in its transition phase, and emphasising that human traits like curiosity, empathy, and collaboration will remain irreplaceable.

Karen summed up the sentiment by suggesting that rigorous academic foundations and strategic thinking form the bedrock of education, while continuous understanding of digital tools ensures that graduates stay relevant. Both are mutually reinforcing and not competing forces.

Advisory board members highlighted practical ways to deepen the connection between students and the professional world through guest lectures, case based teaching, industry panels, and executive education courses co created with corporate partners.

As our sectors continue to change, the insights shared by our Advisory Board reaffirm Sorbonne University Abu Dhabi’s commitment to keeping its programs forward looking, interdisciplinary, and globally relevant, ensuring that our graduates are prepared for today’s opportunities and ready to shape the conversations of tomorrow.