The academic staff of the Department of Marketing and Communication Design of the Faculty of Management and Business Design Svitlana Bebko, Anna Orel, Kateryna Shikovets, Halyna Kvita, Yuriy Horodetskyi, Pavlo Shevchuk, Diana Vdovichenko, led by the head of the Department Olena Yevseitseva, on November 4-8, 2024 held a number of educational, organizational and cultural events during the Marketing Week: an exhibition of creative works by students majoring in marketing "Student Code 075"; a series of master classes from business partners of the Department and invited guest lecturers from educational institutions of Great Britain and the USA; the quest "Around the World Trip"; a festive concert with the solemn dedication of "MARKOTICS KNUTD".
On November 4, the Marketing Week began with the grand opening of the exhibition of creative student works "Student Code 075", which gathered talented young people majoring in "Marketing", who presented their own projects, illustrations, logos combining creativity, modern marketing ideas and innovative approaches to solving business problems. The exhibition featured design projects, multimedia presentations, medals, cups, diplomas, as well as drawings and graphic works of students that reflect their sports achievements, emotions from competitions and the desire to win. Among the exhibits, it was possible to see awards that students won at all-Ukrainian and international competitions in dancing, women's football and other sports. Each award was accompanied by a description of the history of its acquisition and a comment from the athlete, giving the exhibition a special atmosphere of personal victories and challenges. The exhibition also featured drawings and illustrations created by students during the war. The works are made in different styles - from graphics to watercolors - and convey emotions related to the pain and sadness that rages in each of them after February 24, 2022. Each exhibit demonstrated not only students' creativity, understanding of the basics of marketing strategies, but also their personal abilities, skills and awards, which they proudly kept while moving from the occupied territories.Visitors to the exhibition, namely the Vice-Rector for Digital Transformation, Doctor of Technical Sciences, Prof. V.V. Statsenko, Dean of the Faculty of Management and Business Design, Doctor of Economic Sciences, Associate Professor M.S. Shkoda, head of the Department of Entrepreneurship and Business, Doctor of Economic Sciences, Prof. T.E. Belyalov were able to evaluate the projects and vote for the best student logo design of the "Marketing" specialty. This logo was developed by Andriy Sinchuk, a 2nd-year student majoring in Marketing, a member of the scientific club "Student Marketing Club "M-Team". In the process of work, he combined modern design trends, reflecting an innovative approach to business communications. The logo uses bright red colors, minimalist shapes and symbols, which, according to the developer, emphasize the reliability and openness of marketing. Design work became part of an educational program aimed at developing practical skills and creativity among young professionals. This project became a great opportunity for students to experience a real business process and contribute to the development of the Ukrainian marketing industry.
Under the leadership of Ksenia Samoilenko, a 3rd-year student majoring in Marketing, all participants of the scientific club conducted research and compiled a consumer profile of educational services in the specialty 075 Marketing. The club members presented their results at the event, which caused a lively discussion and sincere emotions.
H.M. Kvita, PhD in Economics, Associate Professor of the Department of Marketing and Communication Design, offered a retrospective analysis of poster advertising of the 20th century, namely from the 20s to the 80s of the era of socialist realism (social realism). All the presented advertising posters are from the family's private collection, collected by several generations of the Kvita family and is one of the most outstanding examples of poster art; they are original and carry artistic, historical value and are marketing tools of the time. The exhibition shows how artists of that time used bright colors, dynamic forms and clear, emotionally charged images to convey ideas of socialism, work, unity of the people and achievements in industry, science and agriculture. The visitors were able to see posters that encouraged labor achievements, popularized the achievements of the time, and depicted the new life in the village. Particularly interesting for viewers is a series of posters from the 1930s, dedicated to collectivization, and a selection of works from the 1960s – the "thaw" period, when socialist realism began to combine with elements of abstractionism.
H.M. Kvita, PhD in Economics, Associate Professor of the Department of Marketing and Communication Design, offered a retrospective analysis of poster advertising of the 20th century, namely from the 20s to the 80s of the era of socialist realism (social realism). All the presented advertising posters are from the family's private collection, collected by several generations of the Kvita family and is one of the most outstanding examples of poster art; they are original and carry artistic, historical value and are marketing tools of the time. The exhibition shows how artists of that time used bright colors, dynamic forms and clear, emotionally charged images to convey ideas of socialism, work, unity of the people and achievements in industry, science and agriculture. The visitors were able to see posters that encouraged labor achievements, popularized the achievements of the time, and depicted the new life in the village. Particularly interesting for viewers is a series of posters from the 1930s, dedicated to collectivization, and a selection of works from the 1960s – the "thaw" period, when socialist realism began to combine with elements of abstractionism. The audience noted with great admiration the poster entitled "No war" created by a Lithuanian artist in the 1970s. The work is distinguished by deep emotional impact and symbolism, which does not leave the viewer indifferent. The poster depicts a child with an expression of despair and tears, serving as a powerful reminder of the devastating effects of war on innocent lives. The laconic and straightforward appeal "No War" emphasizes the desire for peace and security for future generations, which was especially relevant in the context of the political climate of the time. The culmination of the event was a master class by the students on preparing homemade pastries, where everyone could try and enjoy the culinary skills of baking waffles. The event "Student Code 075" emphasized the importance of developing creative thinking and professional skills in marketing. This is a great opportunity for students to show their abilities, exchange ideas and gain valuable experience that will be a solid foundation for their further studies and careers, as well as having a good time.
The second day of the Marketing Week turned out to be extremely rich and informative, as the students had an opportunity to attend two master classes by 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.
On November 6, students majoring in Marketing had an exciting opportunity to take part in the interactive quest "Around the World Trip", which allowed them to travel to different countries of the world. The exciting event brought together students from different courses, providing an opportunity to develop teamwork skills and demonstrate a creative approach to solving practical problems.
The quest was organized and conducted by a team of 2nd year marketing students under the leadership of Liliya Bila. During the game, the teams moved between locations "Georgia", "Ukraine", "Italy", "China", "France" and "Greece", where interesting tasks awaited them. At each location, the participants completed tasks, solved puzzles and demonstrated interesting facts about different countries and their culture. This quest not only broadened the horizons of the students, but also allowed them to develop teamwork and quick thinking skills. The participants were delighted with the original idea and its implementation, and the organizers of the quest received positive feedback for their creativity and professional approach.
This quest became not only an educational experience, but also an example of the fact that in modern marketing it is important to create events that attract the audience and leave vivid emotional impressions.
The reward for all the teams was delicious pizza. It was a wonderful adventure that left an unforgettable impression!
On November 7, the festive event "Dedication to Markotics KNUTD" was supposed to take place, but the actions of the aggressor country prevented this. Due to the announcement of an air raid, the event was held without spectators in the hall, but this did not stop the students, on the contrary, it added determination and unity. Without giving up, the students decided to give a gift to all those willing to enter Kyiv National University of Technologies and Design and record their performances on video in order to convey the atmosphere and inspiration of this holiday. The students of the Department conducted and recorded a video of an incredible concert, which became a real celebration of creativity and talent. The event took place in the assembly hall of the University without guests and spectators, but filled with faith and zeal. The program of the concert was rich and varied: musical performances, vocal numbers, theatrical miniatures, comedy sketches and even fiery dances. The event was a great example of coordinated teamwork and perseverance of students. A video recording of the concert will be available on the official page of the Department of Marketing and Communication Design, so that everyone can enjoy the performances created with soul.
The Marketing Week ended on November 8, 2024 with a lecture by Mark Siegal from California State University San Marcos (CSUSM), best friend of the Department of Marketing and Communication Design, on the topic “Governance, Compliance, Sustainability and Risk Management to Improve Ukrainian Trade and Marketing”. In his lecture, Mark Siegel covered urgent issues that are especially important for the development of Ukrainian business in the conditions of modern global challenges and military aggression. He focused attention on key aspects that will help Ukrainian enterprises to strengthen their positions on international markets, as well as make marketing strategies more resistant to risks.
Mark Siegel explained how to correctly assess risks and implement management systems in accordance with international standards. He provided useful recommendations for the adaptation of Ukrainian companies to rapid changes in international trade and explained how an ethical approach and sustainability can become competitive advantages for Ukrainian brands. “Today, it is more important than ever that companies are prepared for a variety of challenges, from economic to environmental”, said Mark Siegel. “Maintaining stability and a responsible attitude to management can significantly increase the competitiveness of Ukrainian goods on the global market”.
The students noted that such meetings with foreign practitioners are unique opportunities to deepen understanding of modern business and prepare for real challenges in marketing and trade. The lecture provided inspiration to learn new approaches and strategies that can be successfully applied in their future careers. The event ended with an active discussion and exchange of ideas, during which students received valuable advice from an expert.
Celebrating International Marketing Day within the walls of Kyiv National University of Technologie and Design is already a 25-year family tradition of the University.
Many thanks to all the participants of the Student Code 075 Marketing Week!
18.11.2024
