Students of the D5 “Marketing” specialization at Kyiv National University of Technologies and Design (KNUTD) took part in the “Weeks of Good Deeds” forum held in the capital. The event brought together over 150 participants from various sectors — public organizations, volunteer initiatives, businesses, international partnerships, and government representatives. This forum served as a significant platform for experience exchange, development of social projects, and fostering effective cooperation. The students’ participation became possible thanks to an invitation from key stakeholders of the Department of Public Communications of the Kyiv City State Administration (KCSA): Dmytro Ruban, Acting Director of the Department, and Tetiana Cherpak, Head of the Department for Civic Engagement and Cooperation with Non-Governmental Organizations.

For marketing students, this experience proved to be incredibly valuable. Participation in the forum allowed them not only to explore real-life cases of social marketing in practice but also to become part of a professional environment where tools for civic society development, grant support opportunities, effective communication campaigns, and cooperation between governmental and public sectors were actively discussed. Such interaction greatly deepens students’ practical knowledge, fosters their social responsibility, and enhances teamwork skills — all of which are critically important in today’s marketing landscape.

Moreover, direct contact with city officials, volunteers, and leaders of civic initiatives fosters in students a new level of civic awareness and a deeper understanding of the role of a marketer in addressing social issues. This experience also contributes to the development of critical thinking, presentation skills, dialogue competence, and effective communication — all of which directly impact the quality of education and students’ readiness for real-world professional challenges. Participation in such events inspires students to pursue self-development, broaden their professional horizons, and engage more actively in the educational process.

Thus, the integration of such practices into the academic curriculum not only enhances the quality of education but also prepares a new generation of specialists capable of combining knowledge with responsibility, initiative, and a sincere desire to improve society.

Heartfelt thanks to the organizers and the Department of Public Communications of KCSA for the invitation and trust.

27.03.2025