On May 27, 2026, the global marketing community celebrated International Marketing Day - a professional date initiated by the European Marketing Confederation to emphasize the importance of marketing in the development of business, innovation and society. The date was not chosen by chance: it was on May 27, 1931, that Philip Kotler was born - a world-famous theorist and practitioner of marketing, the author of more than 80 books, whose ideas significantly influenced the development of marketing science and practice in the world.
On the occasion of the professional holiday, the Ukrainian Marketing Association congratulated colleagues, practitioners, teachers, scientists, education seekers and everyone who shapes the modern marketing space of Ukraine. President of the UAM Iryna Lylyk emphasized that modern marketing plays not only a business role, but also an important social role, as it affects values, communication narratives, behavioral models and the environment in which people and organizations develop.
The international event was attended by scientific and pedagogical workers of the marketing department (Head of the marketing department, Ph.D., Assoc. Prof. Olena EVSEITSEVA, Doctor of Economics, Prof. Svitlana BEBKO, Doctor of Economics, Prof. Anna OREL, Ph.D., Assoc. Prof. Galyna KVITA, Ph.D., Assoc. Prof. Kateryna SHIKOVETS, Senior Lecturer Yuriy GORODETSKIY, Asst. Prof. Pavlo SHEVCHUK, Asst. Prof. Diana NYCHEGLOD) and students of the specialty D5 "Marketing". It is important to note that the NPP of the Marketing Department are active members of the Ukrainian Marketing Association, participate in professional events, scientific discussions and initiatives aimed at the development of marketing science, education and practice in Ukraine. That is why participation in international EMC events is an important component of the professional development of teachers and higher education students, as well as an opportunity to integrate into the European professional marketing space.
Within The Best in Marketing 2026, participants had the opportunity to familiarize themselves with current trends in marketing development, modern brand management and communications tools, as well as gain practical insights from leading European Chief Marketing Officers. The event, dedicated to International Marketing Day, brought together marketing managers and experts from all over Europe to discuss key trends for 2026 and the coming years.
Special attention during the event was paid to issues of marketing leadership, digital transformation of business, introduction of artificial intelligence in marketing activities, development of creativity, performance marketing and formation of competitive advantages in today's dynamic environment.
EMC Chairman Ralph Strauss presented the results of the annual study Marketing Agenda 2026, which identifies the key priorities of European marketing professionals, the actions necessary to achieve success and sustainable business results, as well as typical mistakes that marketers should avoid in the face of rapid technological and social changes.
One of the key events of the event was the announcement of the winner of the EMC Lifetime Achievement Award in Marketing 2026, an award that recognizes individuals whose contribution has had a significant and lasting impact on the development of the international marketing community. In 2026, the winner of this award was Seth Godin. Previous recipients of the award were Philip Kotler in 2023, Simon Sinek in 2024 and Byron Sharp in 2025.
The program concluded with a panel discussion featuring leading European marketers: Laurence Herbert, CMO Puratos and European Marketer of the Year 2026; Sérgio Leal, former CMO McDonald’s Portugal; Vaida Jurkonienė, Head of Marketing and Communications at Telia; and Cesar Romera, Vice President Marketing & Business Development Spain & Portugal at Kyndryl. The participants discussed the future of marketing leadership, effective business development strategies, and the role of artificial intelligence, creativity and performance approaches in achieving organizational success.
Participation in The Best in Marketing 2026 became a valuable experience for the scientific and pedagogical staff of the Department of Marketing and students of the specialty D5 "Marketing", contributed to the expansion of professional worldview, deepening knowledge of modern European practices and strengthening ties with the international marketing community.
Once again, we congratulate all marketers, teachers, students, partners and representatives of the professional community on
INTERNATIONAL MARKETING DAY!
We wish you inspiration, bold ideas, responsible decisions and new achievements in the development of Ukrainian and international marketing.
29.05.2026
