The second day of the “Marketing Week” at Kyiv National University of Technologies and Design turned out to be extremely rich and informative, as students had an opportunity to attend two master classes from well-known experts in marketing. The first master class on the topic “Values. A broader view of needs” was conducted by the co-founder of the travel company “Zagorye”; Maksym KOROLENKO, teacher-practitioner of the MBA programs at the International Institute of Management MIM-Kyiv. The event gathered a large number of students, who eagerly joined the discussion about the meaning of values in modern marketing and their role in meeting the needs of customers. Those who could not attend physically were able to participate online through the Zoom platform, which ensured the widest possible reach and access to knowledge.
Maksym shared his insights on how brands can build long-term loyalty by focusing not only on the functional needs of customers, but also on deep values. The discussion about how these values form the identity of the brand, reflect its mission and influence the decision-making of buyers was especially interesting. According to Maksym, the modern consumer chooses not only a product, but also certain principles and beliefs that resonate with his inner world.
At the end of the master class, the participants had an opportunity to ask questions and discuss the examples of successful implementation of value strategies in business. This event became a real source of inspiration for future marketers and professionals who are ready to expand their horizons in understanding customer needs.
The second workshop was held by guest lecturer Professor Matthew Gorton from Newcastle University on the topic “Public Policy and Marketing: Promoting Sustainable and Healthy Food Consumption”.
Professor Gorton, Deputy Director of the UK National Research Center for Agricultural Enterprise Studies and EU Horizon Project Coordinator, shared his research and insights into the role of marketing and public policy in supporting sustainable consumption.
Professor Gorton, explained how governments can use marketing tools to encourage consumption of healthy, green and sustainable products. From the detailed analysis of consumer behavior to the implementation of innovative programs in the field of nutrition, the lecturer showed how public policy and marketing can work together to improve the quality of life in society. The lecture sparked lively discussions among the students and academic staff of the Department of Marketing and Communication Design. Students of correspondence and distance education programs were able to join online through the Zoom platform.
We sincerely thank Professor Matthew Gorton and Maksym KOROLENKO for interesting and inspiring speeches! Your experience and knowledge, which you have so generously shared with us, is invaluable to all participants!
07.11.2024
