Thanks to the stakeholder of the Department of Marketing and Communication Design, the Ukrainian Marketing Association, students of the Department, as part of the course “Introduction to the Profession: Practical Course”, have a unique opportunity to gain up-to-date knowledge and familiarize themselves with the latest trends in marketing. Through lectures, workshops, and master classes led by industry experts, students gain access to real-life case studies and practical tools, allowing them to develop a deeper understanding of modern digital marketing, analytics, targeting, and effective brand promotion strategies.

One of the key advantages of this partnership is the enhancement of students’ competitiveness in the job market. They acquire valuable practical skills that help them successfully complete internships, job interviews, and secure positions in leading companies. Furthermore, students can engage with industry experts, establish connections with top marketers, advertising agencies, and business leaders, which opens new career prospects for them.

An essential aspect of this initiative is the chance to learn from the best professionals – receiving mentorship, consultations, and expert advice from practitioners with extensive experience in marketing who are willing to share their knowledge.

The Spring Cycle of Open Marketing Lectures, organized by the Ukrainian Marketing Association, commenced in March and will continue until the end of May. The main objectives of this initiative include:

• deepening knowledge in marketing and advertising – providing students and young professionals with up-to-date information on modern tools, strategies, and trends in digital marketing;
• practical training – equipping participants with real-world case studies and hands-on skills that will enable them to effectively apply their knowledge in their future professional careers;
• introduction to new marketing professions – exploring the roles of targeting specialists, digital marketers, brand managers, and other professionals in advertising and marketing communications;
• developing in-demand competencies – helping students acquire skills that enhance their competitiveness and enable them to successfully complete internships and gain employment in leading companies;
• networking with industry professionals and experts – creating opportunities for networking, knowledge exchange, and professional connections, which can become crucial for future careers;
• motivation for self-development and career growth – inspiring young professionals to continuously improve their skills, participate in real projects, and build successful careers in marketing.

Such lectures serve as a vital tool for combining theoretical knowledge with practical experience, enabling students to make more informed career choices and prepare for the challenges of the modern job market.

On March 5, 2025, a public lecture on “Meta Targeting: Basics and the Role of a Targeting Specialist” was held for students and professionals seeking to enhance their skills in digital marketing and advertising. The speaker was Valentyna Kostiuk – founder of the marketing agency PromoKiwi, an expert in Meta targeted advertising and social media sales.

With 16 years of experience in marketing and 12 years of running her own business, Valentyna collaborates with clients from the US, the UK, and the EU. She is also a mentor for aspiring entrepreneurs in the Erasmus program.

During the lecture, the students learned the fundamentals of working with Meta Ads, including Facebook and Instagram advertising campaigns. The speaker demonstrated the key tools for setting up ads, explained how they help targeting specialists create effective campaigns, and outlined the key competencies required for success in this field.

Additionally, the lecture covered analytical and creative skills essential for targeted advertising and the career prospects of a targeting specialist. The participants received a structured overview of Meta Ads, insights into targeting parameters, and effective social media advertising strategies. As a bonus, the attendees were given a practical guide on ad setup from the speaker.

The event provided the students with an excellent opportunity to deepen their knowledge in digital marketing and acquire practical tools to start or enhance their careers in advertising.

On March 12, 2025, a public lecture on “E-commerce: Trends, Tools, Case Studies” took place, serving as a valuable platform for those interested in online commerce, internet marketing, and digital sales growth. The speaker was Alla Petrychenko – co-founder of Shop-Express, a platform for creating online stores, and an expert in eCommerce and internet marketing.

During the lecture, the students gained insights into:

• what makes an effective online store – how to create a website that not only functions well but also strengthen the brand’s online presence;
• modern eCommerce trends – innovative approaches to online sales, automation, and the development of digital platforms;
• how Shop-Express online stores operate: Technical features that simplify online sales. Marketing tools for online store promotion. AI-powered tools to facilitate eCommerce management;
• successful eCommerce case studies – analysis of real-world projects, seller and buyer needs, and optimal business models.

The lecture provided the students with structured knowledge on online store operations, modern digital marketing strategies, and real-life brand case studies.

Through practical examples and engaging discussions, the participants received valuable insights on launching and promoting online businesses and had the opportunity to ask questions about the future of eCommerce in Ukraine and globally.

The students under the D5 “Marketing” program, including the EPP “Marketing”, EPP “Digital Marketing”, and faculty members of the Department of Marketing and Communication Design (Olena Yevseitseva, Svitlana Bebko, Anna Orel, Halyna Kvita, Kateryna Shikovets, Yurii Horodetskyi, and Pavlo Shevchuk), actively participated in the lecture discussions.

These discussions allowed for a deeper exploration of modern marketing topics, insights into the profession of marketing specialists, and an analysis of advertising campaign effectiveness, particularly on social platforms like Facebook and Instagram.

Such interactive discussions not only facilitate the absorption of new knowledge but also help students develop critical thinking, analytical skills, and a better understanding of contemporary marketing trends.

Participating in lectures of this format serves as an excellent platform for the professional growth of future marketers, helping them pursue successful careers in marketing and digital advertising.

We express our sincere gratitude to the Ukrainian Marketing Association, represented by its President Iryna Lylik, and to all the speakers for organizing such an engaging and valuable informal learning experience!

18.03.2025