The Youth Empowerment Center (YEC) hosted a discussion session titled "The Importance of Marketing and Media Fundamentals for Small Businesses," presented by Mr. Sami Shamshan, a specialist in marketing, media, and communications. The session explored key concepts and practical tools that help entrepreneurs and small business owners build a strong market presence, understand the value of effective marketing, and leverage media and digital platforms to reach their target audiences and strengthen their brand identity. The event also featured engaging discussions and an exchange of practical experiences and insights, contributing to entrepreneurs' ability to enhance their marketing strategies, adapt to market demands, and support the sustainable growth of their businesses. This activity is implemented under the Youth Empowerment Center (YEC), managed by Medalah Foundation, in partnership with Oxfam in Yemen, and with the support and funding of the European Union in Yemen.