Studies at the EBA mean the unique, multidimensional and comfortable format of getting business education. You can choose trainings and speakers on your own, schedule in advance what you want to listen for your personal and professional growth, become aware of effective cases on different markets in order to analyze and adopt them for making decisions in professional practice. Likewise, EBA provides the access to the international best practices, groundwork and trends in the world. Personally, I was impressed with the lecture on “Neuromarketing” by Nikolaos Dimitriadis that helps me to deal with the insights, which were previously based mainly on my intuition. I want to express my thanks to the EBA Management Development Centre Team for the possibility to conduct a personal PR training on Arricano Communication cases and getting the feedback from my colleagues in the market and journalists.