Students of the D5 “Marketing” program, including Marketing and Digital Marketing of the Department of Marketing at Kyiv National University of Technologies and Design, had a unique opportunity to deepen their knowledge in advertising and marketing communications by participating in a series of webinars from the Master Class Program of the 19th Ukrainian Student Advertising Festival.

This event brought together leading professionals from the advertising industry, marketers, and creative experts who shared their experiences, case studies, and modern trends in advertising. During the webinars, the students learned about effective brand promotion strategies, innovative marketing tools, and the secrets of successful advertising campaigns.

Participation in such events is an important step for students of the Department of Marketing and Communication Design at KNUTD, as it allows them not only to gain new knowledge but also to establish professional contacts that will contribute to their career growth. The Ukrainian Student Advertising Festival annually gathers young professionals and talented students from all over the country, providing them with a platform for learning and self-expression in the field of advertising and marketing.

January 30, 2025 – The First Webinar

The first webinar, organized in collaboration with the official partner of the festival – KFC Ukraine, took place on January 30, 2025.

Speakers:
Anna Ostapenko – CEO of Media First Ukraine, BetterSvit Holding, shared her expert insights into the modern advertising market.
Yana Lut – Brand Manager of KFC Ukraine, presented an engaging overview of the global fast-food chain KFC and discussed key aspects of the company’s marketing strategies.

This meeting was an excellent opportunity for KNUTD “Marketing” students to explore real-life case studies of an international brand, understand the work specifics of marketers in a global company, and receive valuable advice from top industry professionals.

The key competencies acquired by the students during the webinar:

• deep understanding of real marketing processes in international companies.;
• familiarization with modern brand promotion tools.

January 31, 2025 – The Second Webinar

On January 31, 2025, the second webinar of the Master Class Program took place. The focus of the event was an introduction to the festival’s nomination partner – Hooligan Agency.

According to the Festival’s regulations, Hooligan Agency initiated a thematic nomination for its client – Kyivstar. The Festival participants were given the task of developing a creative strategy for promoting the “My Kyivstar” mobile app on TikTok.

Just like the first webinar, this session attracted high engagement – more than 140 students and faculty members from different regions of Ukraine (Kyiv, Dnipro, Odesa, Lviv, Chernivtsi, Chernihiv, Zhytomyr, and others) attended the event. Speakers from Hooligan Agency:

Sofia Grazhdan – Marketing Specialist at Hooligan Agency, who delivered a dynamic presentation, engaging the audience in an interactive discussion. She introduced the company’s history and key principles, emphasizing its specialization in non-standard creative solutions for brands targeting a youth audience.

Stefan Liakhovych – provided valuable recommendations on developing a creative strategy and addressed the question:

What is a creative strategy?

• understanding the target audience;
• defining the key message;
• developing interaction mechanisms;
• adapting to the specifics of TikTok.

Stefan also shared examples of successful TikTok campaigns, explaining that success depends not only on creativity but also on proper planning and integration into the platform.

The second webinar of the 19th Ukrainian Student Advertising Festival turned into a real intensive training for students, providing them with not just theoretical knowledge but also real case studies and professional advice from marketing experts.

March 14, 2025 – The Third Webinar

On March 14, 2025, another Master Class Program webinar took place as part of the 19th Ukrainian Student Advertising Festival. The topic of the webinar was “How to Get a Job in a Promising Digital Agency” – a relevant issue for young professionals aspiring to build careers in advertising and marketing.

Speakers:

Anton Skuratov and Anton Murafa – Co-founders of Hooligan Agency, who shared their personal experience of creating a successful agency.

At the beginning of the meeting, the audience was surprised by the absence of traditional presentations, videos, and special effects. However, the young speakers managed to hold the attention of listeners for more than an hour and a half, thanks to their open dialogue.

Key topics covered:

• The journey from an idea to creating an agency – challenges at the start, first successes, and the mistakes that helped them grow.
• How to present yourself to an employer? – What matters to digital agencies when selecting candidates.
• Essential skills for working in the creative industry – what students need to learn and develop to become competitive specialists.

The speakers emphasized that success in advertising and marketing depends not only on diplomas and theoretical knowledge but also on proactivity, creativity, and practical experience. The format was a live discussion where the students actively engaged, asking numerous questions, such as:

• How to get an internship at Hooligan Agency?
• What are the most common mistakes candidates make when applying for jobs in digital agencies?

The series of webinars from the Master Class Program of the 19th Ukrainian Student Advertising Festival became a valuable experience for students aspiring to develop their skills in marketing, advertising, and creative communications.

Heartfelt thanks to the Ukrainian Advertising Association and personally to its President, Yevhen Rоmat, for supporting young talents and advancing advertising education! We also extend our gratitude to everyone who contributed to making this series of webinars a reality as part of the 19th Ukrainian Student Advertising Festival.

18.03.2025