ACADEMIC STAFF AND PhD STUDENTS FROM THE DEPARTMENT OF MARKETING PARTICIPATED IN THE INTERNATIONAL SCIENTIFIC FORUM EFBM 4.0 "RESILIENCE & SUSTAINABILITY"

On October 8, 2026, a roundtable discussion titled "Marketing Amidst Disintegration Processes and Ukraine’s Post-War Economic Recovery" took place as part of the international scientific forum EFBM 4.0 "Resilience & Sustainability." The event brought together leading Ukrainian and international scholars, business representatives, practitioners, faculty members, and early-career researchers. The NGO "Association of Marketers of Ukraine" served as a co-organizer of the event.

Faculty members and PhD students from the Department of Marketing participated in the roundtable, which provided a vital platform for exchanging scientific ideas, enhancing professional competencies, exploring current marketing trends, and identifying promising avenues for research. The discussion focused on rethinking the role of marketing in the context of wartime challenges, disintegration processes, disrupted economic ties, business digitalization, and the imperative of Ukraine’s post-war recovery. Attention was paid to enterprise adaptation to volatile market environments, shifting consumer behavior, the development of international cooperation, the implementation of innovative technologies, and the formulation of competitive marketing strategies.

The round table program covered a wide range of relevant scientific and practical issues. Presentations by leading scholars and practitioners-including Emiliia Prushkivska, Nazar Hlynskyi, Andrii Dlihach, Diana Raiko, and Serhii Illiashenko-played a significant role in the event. In their presentations, participants addressed pressing issues regarding marketing development amidst wartime challenges and Ukraine's post-war economic recovery, as well as enterprise adaptation to market uncertainty and integration into the European economic space. Attention was paid to the digital transformation of marketing activities, the use of artificial intelligence, shifts in consumer behavior, and the evolution of modern marketing communications. Discussions also focused on building brand trust, enhancing the investment attractiveness of regions, strengthening Ukraine’s international image, and improving marketing education. The scientific approaches and practical insights presented highlighted the vital role of marketing in ensuring business resilience, fostering innovation, and laying the groundwork for Ukraine's sustainable economic recovery.

A key feature of the round table was the participation of members of the international academic community-specifically Ernesto Tavoletti (University of Macerata, Italy), Prateek Kalia (Masaryk University, Czech Republic), and Nataliia Kochkina (University of Cagliari, Italy)-who focused on current trends in marketing science, consumer digital resilience, market transformation, and the challenges associated with Ukraine's post-war recovery. Representatives from companies such as IDS Ukraine, Capgemini Engineering Ukraine, Knauf Gips Kyiv, Agrihol Zakhid, and other enterprises contributed a significant practical dimension to the event by presenting current issues regarding the use of marketing tools in the modern business environment. The combination of international academic expertise and practical approaches fostered a deeper professional discussion on how enterprises adapt to economic uncertainty, the implementation of innovations, and the prospects of marketing in Ukraine.

Academic staff from the Department of Marketing actively participated in professional discussions addressing contemporary challenges in marketing, digital business transformation, the development of innovative marketing tools, and prospects for Ukraine's post-war economic recovery. Participation in the event facilitated the exchange of academic and practical experience, the enhancement of professional competencies, the expansion of research collaboration, and the identification of new opportunities to improve the educational process. PhD students from the Department of Marketing also took part in the roundtable; specifically, PhD student Ivan Skorokhodov delivered a presentation addressing key issues regarding the use of educational communication with consumers to support and revitalize light industry enterprises. The participation of faculty and PhD students in this academic event played a vital role in developing the department's research capacity, integrating research findings into educational activities, and strengthening professional ties with the academic and business communities.

The participation of the Department of Marketing’s faculty and PhD students in the roundtable fostered the development of research potential, expanded professional collaboration, and facilitated the integration of modern scientific approaches into the educational process. We extend our sincere gratitude to Taras Shevchenko National University of Kyiv and the event organizers for the invitation and the opportunity to engage in a meaningful academic dialogue.

12.10.2026