On 24 and 25 November, Vrije Universiteit Amsterdam takes the stage at Digital Marketing World Forum (DMWF) Europe at RAI Amsterdam. As an official partner, VU for Professionals is part of the programme for the third year in a row, and the only university taking part. Three of our colleagues will be sharing their expertise with more than 2,500 marketing leaders from across Europe.
Why universities and business need each other
Marketing is changing faster than any textbook can follow. AI, data and new customer expectations are reshaping the profession every year. Organisations need professionals who can turn these developments into results, and universities need to stay close to the realities those professionals face. At events like DMWF, research meets practice: we bring in current academic insight and take back the questions that employers are actually asking. That keeps our education for professionals relevant and gives organisations direct access to the knowledge they need to keep their teams ahead.
Meet our speakers
Prof. dr. Mirella Kleijnen, Dean of the School of Business and Economics and Professor of Customer Experience Management
Mirella joins the panel Orchestrating the Customer Journey: From Campaigns to Always-On Engagement. She will discuss how organisations are moving from campaign-led marketing to connected, AI-driven engagement, and how they can balance automation with brand consistency and human oversight. Her research on customer experience and digital transformation gives the discussion a firm foundation in evidence.
- Date: 25 november 2026
- Time: 14:00
Dr. Mina Seraj, Programme Director MBA
Mina moderates the panel Building Authentic Brands in the Age of AI. As AI produces content faster than audiences can absorb it, she will guide the conversation on how brands earn trust through consistency, integrity and purpose. Before entering academia, Mina worked as a product manager and consultant in banking, pharmaceuticals and FMCG, so she knows both sides of the table.
- Date: 24 november 2026
- Time: 14:30
Veerle Boogerman, Marketing Manager Leadership Portfolio, VU for Professionals
Veerle hosts the roundtable Turning Brand Strategy into Connected Communication. During this interactive discussion, she will explore how organisations can bridge the gap between brand strategy and day-to-day communication. Together with senior marketing and communications leaders, she will discuss how to create consistent narratives across channels, align teams around shared strategic goals, and ensure communication remains connected and meaningful in an increasingly complex landscape.
- Date: 25 November 2026
- Time: 14:00