UBT Students Visit Base Agency to Learn About Marketing and Innovation

06/01/2026

As part of the courses International Marketing and Digital Marketing, students of the Faculty of Management, Business, and Economics – Master’s Level at UBT, led by Prof. Gonxhe Beqiri, conducted a study visit to the marketing agency Base Agency in Prishtina.

During the visit, students had the opportunity to meet the agency’s founders, Lirak Arifaj and Alban Shabani, and learn about the challenges and successes that have shaped the company’s development to date. A special part of the meeting was dedicated to presenting the agency’s key domestic and international clients, highlighting strategic collaborations and the various areas of the agency’s activity.

Students also became familiar with branding procedures, professional approaches to client management, and the methodologies used for building and managing brand identities. The visit included presentations of the latest innovations in marketing and communication, as well as numerous successful projects, demonstrating the agency’s creativity and professional capacity.

The visit was interactive, allowing students to ask questions about marketing strategies, the importance of innovation, international market development, and the company’s social responsibility.