ICN Business School in collaboration with the Center for Executive Development at the University of Dubai (CED-UD) organized on November 7th, 2016 the ìSM&B Conferenceî at Dubai Chamber to raise the question: ìHow to be ready for Expo 2020 Dubai?î and predict the future of marketing for small and medium enterprises. The conference hosted the Research Associate and Visiting Professor at the University of San Diego and the author of an award winning book ìStreet Marketingô: The Future of Guerrilla Marketing and buzzîî Dr. Marcel Saucet who discussed the new concepts of marketing for small and medium companies and shared his ideas on how these companies prepare to succeed in Expo 2020. During the seminar, CED and Dr. Marcel launched a series of marketing workshops to help advance digital and street marketing strategies in the UAE.