Marketing, discourse, and innovation: Two-day symposium kicks off at YSU

The symposium, organized by the English Chair of Cross-Cultural Communication at YSU Faculty of European Languages and Communication, addressed a range of relevant topics, with a particular emphasis on the connection between marketing, art, translation, psychology, and linguistics. 

Experts highlighted that modern marketing communication is not limited to advertising or sales promotion. It is a multi-layered discourse where language, perception, culture, and strategic thinking "collaborate."

The symposium is evidence of the idea that education and business can effectively collaborate, based on scientific research, analysis, and innovative approaches. The participants' responses clearly showed that such events not only strengthen the connection between the academic environment and the labor market but also provide young professionals with the opportunity to gain knowledge from the best experts in the field.

Gevorg Barseghyan, Dean of YSU Faculty of European Languages and Communication, emphasized the importance of the event, stating, "I am convinced that this platform will foster cooperation between academic and professional fields and contribute to the advancement of research and innovative ideas. Organizing educational and scientific events is one of the faculty’s priorities, and this symposium is an excellent opportunity for establishing and strengthening collaborative ties. Over the course of the two-day symposium, the features of marketing communication and business discourse will be discussed, along with the role of language in the business context."

Shushanik Paronyan, Head of the English Chair of Cross-Cultural Communication, explained the motivations and objectives behind organizing the symposium: "The idea for this kind of symposium emerged within our chair, as we offer the ‘Linguistic Culture of International Business Communication,’ master's program, where students develop their theoretical and practical skills in the field of business communication. We have numerous graduates who are already successful professionals working in business communication. Therefore, the idea arose to create an academic community in the field of business communication, where professionals can engage with each other and share their knowledge and skills with students, and perhaps even inspire young people to trust the power of knowledge and continue their professional paths in this field."

During the symposium, there were also Q&A sessions and discussions that facilitated the exchange of experiences and enrichment of ideas among industry professionals.

Graduates of Yerevan State University, who are now established experts and active players in the business world, also shared their experiences. One of them was Lusine Avdalyan, founder of the "LAVart" brand, who delivered a presentation on the topic "Art as a Means of Communication." By illustrating the intersections of art and marketing communication, she emphasized that visual images have become an integral part of business communication today.

"Currently, visuals are widely used in advertisements and marketing campaigns to make them more vivid and understandable. For this reason, I emphasize the role of art in business. It makes the message more accessible and emotional, affecting a person’s memory and sensory fields. And we know that emotions play a decisive role in marketing. The fusion of art and business is an effective solution in terms of both standing out in the market and establishing strong connections with the audience," added Lusine Avdalyan.

Following the presentations, a panel discussion titled "How Artificial Intelligence is Changing Our Lives" took place, where leading industry experts presented the impact of artificial intelligence on our daily lives, professional sectors, and the global market, revealing both the opportunities and challenges it presents.

One of the key components of the symposium was the "Simulation Games in Business Communication" workshop, which allowed participants to deepen their skills in business communication, negotiations, decision-making, and teamwork.

The symposium is a two-day event, continuing on April 11, to explore topics such as how texts impact sales, the features of advertising language in the 21st century, the vision of marketing communication at Yerevan State University, and a number of other interesting topics. These will further enhance participants' understanding of the practical applications of marketing communication.