Students of the Department of Marketing and Communication Design, majoring in D5 “Marketing”, took part in the XVIII International Scientific and Practical Forum “B2B Marketing International Forum”, which served as a high-level platform for discussing current challenges and trends in B2B marketing. The Forum provided participants with an opportunity to delve into pressing topics such as digital business transformation, implementation of innovations in marketing strategies, development of sustainable partnerships, sales automation, and the impact of emerging technologies on consumer behavior in the business-to-business (B2B) segment.
As part of the Forum, the “Rising Marketing Stars” international case competition was held. Kyiv National University of Technologies and Design (KNUTD) was proudly represented by a student team from the D5 “Marketing” program, consisting of Oleksandr Stuchynskyi (bachelor’s level) and Liubov Kuneva (master’s level), under the academic supervision of Olena Yevseitseva.
The marketing students achieved remarkable success, securing an honorable second place among strong teams from various higher education institutions. Their team presented a well-developed, comprehensive marketing strategy for Bolt Taxi, which stood out for its analytical depth, creativity, and practical feasibility. The expert jury highly evaluated the project, emphasizing the innovativeness of the proposed solutions and their relevance to the modern, dynamic B2B environment.
The project focused on expanding Bolt’s presence in the European market, with particular attention to Central and Eastern European countries – specifically Poland, Hungary, Romania, and the Czech Republic – which demonstrate high growth potential in digital transportation. The students conducted a thorough competitive analysis, exploring the strengths and weaknesses of key market players, and assessed regional market trends and consumer preferences. By identifying key market entry barriers – such as regulatory restrictions, unstable consumer trust in new services, and dependency on local partnership models – the team offered an adapted communication strategy. It featured personalized messaging, localized content, and integration with digital platforms popular in each target country. A distinctive part of their proposal was an innovative loyalty program, which combined mobile applications, bonus systems, eco-initiatives, and collaboration opportunities with local businesses. The strategy placed a strong emphasis on building long-term customer relationships through increased engagement and emotional connection with the brand. The team also paid special attention to localizing the service by taking into account cultural specifics, linguistic differences, and behavioral consumption patterns. They also suggested integrating Bolt with smart city ecosystems, particularly in areas of mobility, safety, and digital governance.
This project exemplified the successful integration of deep theoretical knowledge with real-world marketing challenges, demonstrating a high level of analytical thinking and creative capability among the students. It stands as a vivid illustration of how academic preparation can effectively respond to the demands of contemporary business. We extend our sincere gratitude to the Scientific and Organizational Committee of the XVIII International Scientific and Practical Forum “B2B Marketing International Forum”, and to the faculty members of the Department of Industrial Marketing of NTUU “Igor Sikorsky Kyiv Polytechnic Institute”, for creating such a valuable platform for sharing knowledge, experience, and best practices in marketing.
We are truly proud of our students – their work is a genuine example of intellectual maturity and creative vision!
05.05.2025
