Between March and May 2025, the Department of Marketing and Communication Design held a series of professional working meetings focused on a thorough analysis and update of the educational and research programs in the D5 Marketing specialty at all levels of higher education: bachelor’s, master’s, and doctoral (PhD).
These events brought together numerous stakeholders, including representatives of the academic community, leading employers, higher education students, PhD candidates, and student government activists. This high level of engagement underscores the strategic importance of updating academic programs to meet current market demands, align with international academic trends, and comply with higher education standards. The discussion of educational programs marked a significant step in ensuring quality marketing education focused on innovation, professionalism, and graduates’ competitiveness in the global context.
The meetings were moderated by the guarantors of the educational programs: Olena Ievtseitseva (Educational and Professional Program “Marketing”), Kateryna Shikovets (“Digital Marketing”), Anna Orel (“Communication Marketing”), and Svitlana Bebko (Educational and Scientific Program “Marketing”). They led in-depth discussions with stakeholders as part of the quality assurance process in higher education. The primary objective was to improve program content in line with modern labor market challenges. The discussions emphasized the importance of aligning with business needs and integrating current marketing tools into the educational process.
The participants included business representatives, marketing agencies, program alumni, faculty, PhD candidates, and students directly involved in the educational process, such as: Iryna Lylik, President of the Ukrainian Marketing Association and Head of the Industry Gender Committee on Advertising; Andrii Fedorchenko, Editor-in-Chief of Marketing in Ukraine journal, Doctor of Economics, Professor, Head of the A.F. Pavlenko Department of Marketing at Kyiv National Economic University, and Head of the Subcommittee on Specialty 075 Marketing of the Ministry of Education and Science of Ukraine; Yevhen Romat, Head of the Union of Advertisers of Ukraine and a member of the working group on developing the professional standard for Marketing; Dmytro Ruban, Editor-in-Chief of Marketing and Advertising, Acting Director of the Department of Public Communications at Kyiv City State Administration; Victoria Dubinkina, Acting Deputy Director of the same department; Tetyana Cherpak, Head of the Department for Civic Engagement Development and NGO Cooperation; Zhanna Zhygalkevych, Professor at NTUU “Igor Sikorsky Kyiv Polytechnic Institute”; Yurii Havrylechko, Associate Professor at MNTU; Natalia Ozha, legal advisor at Kozatska Agrofirm LLC; Natalia Petrova, Director of the “Communication Center”; Valentyn Bulakh, Head of the NGO “Useful Action Space”; Yevhen Lopushynskyi, Acting Director of KP “KYIVINFORM”; Roman Peresunko, Owner of MEDIA HUB LLC; and students including Ivan Skorokhodov, Anna Piriienko, Liubov Kuneva, Anna Kunytska, Oleksandr Stuchynskyi, Anastasiia Nechytailo, Kseniia Samoilenko, Vitalii Sirenko, and many others. Each educational program was reviewed in terms of its objectives, uniqueness, and components contributing to the development of general and professional competencies, as well as the achievement of learning outcomes. During the discussions, Tetyana Cherpak highlighted the relevance and demand for specialists in the D5 Marketing field. Zhanna Zhygalkevych and Yevhen Romat emphasized the importance of exploring new educational approaches and expanding opportunities in digital marketing, analytics, branding, and communications. Following presentations by Iryna Lylik and Dmytro Ruban, all stakeholders agreed on the need to strengthen the practical components of education, broaden internship opportunities in top companies, and implement case-based teaching methods. Suggestions were made to involve industry professionals in teaching certain subjects, which would allow students to gain up-to-date knowledge directly from experts. Additionally, the development of a list of key competencies for effective employment and career growth was discussed. Roman Peresunko stressed the importance of combining technical and analytical skills with strong soft skills such as critical thinking, communication, teamwork, and strategic decision-making. Students Anna Piriienko, Liubov Kuneva, Oleksandr Stuchynskyi, Kseniia Samoilenko, and Anna Kunytska actively shared their thoughts on course content, teaching methods, and practical skill integration. They emphasized the need for more real-world collaboration, involvement in practical marketing projects, and working on case studies during their studies.
Stakeholder Ivan Skorokhodov and graduate Vitalii Sirenko called for the inclusion of a course titled “Information Technology in Marketing” in both the “Marketing” and “Digital Marketing” programs. This proposal received unanimous support. As a result of the meetings, decisions were made to strengthen business collaboration, integrate practice-oriented learning, expand internship options, and invite foreign lecturers to the academic process.
Following all meetings, changes were implemented into the educational programs, and the final versions of the “Marketing” and “Scientific Marketing” programs were presented. Participants praised the department's efforts and acknowledged that the suggestions provided by project teams during earlier discussions had been incorporated. Andrii Fedorchenko noted that all programs combine solid theoretical foundations with practical orientation and respond to today’s challenges while aligning with Ukraine’s strategic course toward European integration.
Olena Ievtseitseva, Head of the Department of Marketing and Communication Design, expressed gratitude to all participants for their active involvement, constructive dialogue, and valuable recommendations.
Together, we are improving marketing education and preparing highly demanded professionals for the international market!
04.07.2025
