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Radouane Yahia: Rethinking education to tackle the challenges of modern marketing
Casablanca welcomes the 8th edition of Les Impériales Week, a major event for marketing, communication, and media professionals.
Under the theme “The Paradigm Shift – Business. People. Tech.”, this year’s gathering runs until February 2, offering a dynamic platform for dialogue and reflection on the strategic shifts reshaping these industries.
For several years, the association Les Impériales has been at the forefront of identifying emerging trends and addressing sector challenges, bringing together experts and companies committed to innovation. The 2025 edition takes place against the backdrop of accelerated technological and societal shifts, compelling industry players to rethink their strategies and economic models.
Radouane Yahia, Martech consultant and member of the Scientific Committee for Les Impériales Week 2025, highlighted the pressing need for reimagining training models during an exclusive statement to MediaMarketing.
“We discussed the ‘Paradigm Shift’ and ‘upskilling’—essentially how to reinvent training models. This is a critical topic, as we engaged with participants on challenges surrounding recruitment and talent development within the marketing, communication, and digital industries,” he noted.
Yahia also emphasized the importance of strengthening ties between academia and the corporate world to better align with market demands and technological advancements. “The challenges are shared: we need to innovate, ensure economic sovereignty, and meet the expectations of new generations,” he added.
With its diverse range of conferences, panels, and contributions from national and international experts, Les Impériales Week serves as a think tank for the future of marketing and communication in Morocco. From adapting strategies to emerging technologies and integrating artificial intelligence to addressing evolving consumer behaviors, the 2025 edition represents a pivotal moment in the transformation of the sector.
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