Empathy, AI & the Future of Marketing

Monday, 30 June, 2025

In this episode of UOWD On-Air, Professor Payyazhi Jayashree, Dean of the School of Business, moderates an eye-opening conversation between Jemma Starzecki, SVP of Marketing at Al Ghurair Group, and Dr Rumaila Abbas, Discipline Leader (Marketing) at UOWD. Together, they unpack how leading brands blend empathy with automation and how universities can prepare graduates to do the same.

Episode Highlights:

• From Stunt to Strategy – Discover why a Guinness-record shawarma tasting and a Netflix-inspired game generated 7,000 to 8,000 registrations and what those successes reveal about creating authentic buzz.
• Value Over Discounts – Learn how focused research showed families will pay when an experience feels worth it—and how to define “value” in a way numbers alone can’t.
• AI With a Human Pulse – Hear where algorithms accelerate execution, and where marketers still need empathy and ethical judgment to keep bias in check.
• Fail Fast, Think Deep – See how UOWD lets students experiment so they master strategic thinking before stepping into industry roles.
• Careers That Combine Creativity & Commerce – Get Jemma’s playbook for turning bold ideas into measurable results, regardless of budget size.

Tune in now to hear how curiosity, technology, and compassion combine to create marketing that truly matters for brands, learners, and the communities they serve.

Speaker:
Prof Payyazhi Jayashree
Dean, School of Business
University of Wollongong in Dubai

Speaker:
Jemma Starzecki
Senior Vice President of Marketing
Al Ghurair Group

Speaker:
Dr Rumaila Abbas
Assistant Professor, School of Business
University of Wollongong in Dubai

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