Al-Farabi KazNU Students Took Part in the Regional Advertising Forum RAF 2025
On October 30, 2025, the Regional Advertising Forum (RAF 2025) was held in Almaty — one of the most significant events in the field of marketing, advertising, and media in Central Asia. The forum brought together leading experts, representatives of major companies, and young professionals shaping the communication industry in Kazakhstan.
Students from Al-Farabi Kazakh National University, Higher School of Economics and Business, Department of Business Technologies — Amal Abdulaziz, Akbota Anuarbekova, and Valeriy Kuular, participated in the event as part of the Marketing educational program.
From Chaos of Change — to Strategic Planning
The main theme of RAF 2025 — “From Chaos of Change — to Plans” — reflected the key challenges of the modern advertising industry: rapid technological transformation, the evolution of consumer behavior, and the dynamic development of the media market. The forum became a platform for discussing strategies that help brands and agencies adapt to new realities and build sustainable growth.
Key Topics of the Forum
RAF 2025 covered a wide range of pressing topics in marketing and communications, including:
• Consumer and media trends — changing audience behavior and new engagement tools;
• Strategic planning in conditions of uncertainty;
• Digital marketing and artificial intelligence — innovations, neuromarketing, data analysis, and automation;
• Outdoor advertising and television — modern technologies and efficiency improvement methods;
• Event marketing and BTL tools — creative approaches to building emotional consumer experiences.
Among the forum’s partners and sponsors were Integral Ad Science, Admixer Media, International Media Service, EZ Solutions, Tassay, as well as Yandex and Avon, who prepared special gifts for the participants.
Active Participation of KazNU Students
Students of the Department of Business Technologies showed strong engagement — actively participating in lectures and discussions, asking insightful questions, and sharing ideas with industry representatives.
For the most interesting and thoughtful questions, the participants received gifts from Yandex and promotional sets from Avon, which became a pleasant recognition of their initiative and professional curiosity.
“The Main Thing Is the Ability to Use Tools”
Interview with Sher Dzhurabayev, Marketing Expert
As part of RAF 2025, KazNU students conducted an interview with Sher Dzhurabayev, a marketing expert whose presentation attracted great attention at the forum.
— In your presentation, you said it’s important not to show off certificates or diplomas, but to demonstrate a portfolio of real projects. Why is that so?
Sher Dzhurabayev: Absolutely right. Although many employers still require a diploma, this approach is gradually fading. There are two key points to remember.
First, marketing and business evolve rapidly, and the demand for qualified specialists remains high — you will always find your place.
Second, the very nature of the industry is changing. Especially in creative and intellectual fields, it’s not about having documents, but about using tools that others can’t.
Your generation grew up with screens — you’ve never known another world. That’s your advantage. You have more chances to stay relevant than we do.
— What’s your main advice to beginner marketers to help them succeed in this field?
Sher Dzhurabayev: Patience. Your generation often lacks this quality. You’re used to fast results, but success in marketing takes time. Those who can stay in one place for at least three years will be much more successful than those constantly jumping from job to job.
— You’ve mentioned Generation Z. What are their strengths and weaknesses based on your experience?
Sher Dzhurabayev: I’ve worked with Gen Z representatives. They’re flexible, fast learners, and digitally fluent. But they often lack focus and persistence. If they can combine their energy and technological skills with patience, they’ll become the most competitive professionals in the market.
Importance for the University
The participation of students from the Department of Business Technologies at Al-Farabi KazNU in RAF 2025 highlights the university’s active integration into the professional community and the connection between academic education and real market practices.
Such events help future marketers build modern competencies, develop analytical thinking, and better understand current industry trends.
