INTERNATIONAL ACADEMIC COOPERATION OF THE DEPARTMENT OF MARKETING AT KNUTD WITHIN THE Q-HELIX ALLIANCE: FROM MASTERING THE COIL METHODOLOGY TO DEVELOPING JOINT EDUCATIONAL PROJECTS

As part of the implementation of the Internationalization Programme of Kyiv National University of Technologies and Design (KNUTD), aimed at expanding international cooperation in education and research, promoting academic mobility, and strengthening integration into the European Higher Education Area, the academic staff of the Department of Marketing actively participate in international educational initiatives and grant-funded projects.

One of the key areas of this activity has been the participation of the Department of Marketing's academic staff in the international project “Support for the Q-Helix European Universities Alliance – an Inclusive European University Based on the Quintuple Helix Model”, implemented within the framework of the Q-Helix European Universities Alliance (Q-HELIX).

In particular, Olena Іevseitseva, PhD in Economics, Associate Professor and Head of the Department of Marketing, and Svitlana Bebko, Doctor of Economic Sciences, Professor of the Department of Marketing, successfully completed an international professional development programme entitled “Internationalization & Collaborative Online International Learning (COIL) Training”.

The programme was designed to enhance participants' knowledge of contemporary methodologies for international online learning, strengthen inter-university academic cooperation, and facilitate the implementation of innovative educational practices.

The training programme was delivered by Florida International University (FIU, USA), which provided academic guidance, methodological support, and coordinated the training sessions.

The international Q-HELIX project is implemented by WSB University (Poland) with the support of the Polish National Agency for Academic Exchange (NAWA) and is funded by the European Union under the European Funds for Social Development 2021–2027 programme.

The professional development programme was based on the Collaborative Online International Learning (COIL) methodology, an innovative approach to international collaborative online education that integrates educational components offered by universities in different countries through the use of digital technologies.

The COIL methodology creates opportunities for virtual academic mobility, intercultural communication, international teamwork, and the implementation of joint educational and research initiatives.

The training programme lasted one month (September–October 2026) and consisted of five thematic modules. It combined synchronous online sessions, interactive discussions, practical assignments, and asynchronous international project collaboration.

An essential component of the programme was practice-oriented collaboration with international academic partners, aimed at jointly designing educational modules based on the COIL methodology.

Participants developed concepts for international educational projects, defined their objectives and expected learning outcomes, designed course content, selected formats for student interaction, and established assessment criteria.

To facilitate collaborative work, Florida International University (FIU, USA) provided participants with a specialized COIL module design template, methodological materials, and expert consultation.

Academic coordination of the programme on behalf of WSB University (Poland) was carried out by Paweł Urgacz, who supported participants in matters related to the programme content and the practical application of the COIL methodology.

During the professional development programme, Olena Іevseitseva and Svitlana Bebko acquired theoretical, methodological, and practical competencies in designing international educational modules.

Particular attention was paid to defining learning outcomes, developing interactive assignments, organizing intercultural teamwork, using digital tools for synchronous and asynchronous communication, ensuring academic integrity, and assessing international student projects.

A significant practical outcome of the professional development programme was the development of two original international COIL educational projects in cooperation with academic staff from the University of Prešov (Slovakia).

The international academic partners of the Department of Marketing at KNUTD were Mária Kardiš, ThDr., PhD, representing the Greek Catholic Faculty of Theology, University of Prešov (Slovakia), and Stela Kolesárová, PhD, representing the Faculty of Management and Business, University of Prešov (Slovakia).

As a result of the collaboration between Svitlana Bebko, Doctor of Economic Sciences, Professor, and Mária Kardiš, the international educational project “Cultural DNA: International Marketing, Intercultural Communication and Identity in a Global World” was developed.

The project focuses on exploring the influence of cultural characteristics and national identity on consumer behaviour, international marketing communications, and the development of brand strategies.

Olena Іevseitseva, PhD in Economics, Associate Professor and Head of the Department of Marketing, in cooperation with Stela Kolesárová, developed the international educational project “Hospitality Through the Eyes of a Guest: Cultural Identity, Consumer Preferences, and Hotel Marketing in Ukraine and Slovakia”.

The project is dedicated to examining cultural characteristics within the hospitality industry, consumer preferences, and marketing strategies for promoting hotel services in international markets.

The developed COIL projects are planned to be implemented through cooperation between academic staff and students of KNUTD and the University of Prešov within the framework of the courses “Marketing” and “International Marketing”.

The projects will involve joint online classes, international student discussions, and research-based and practice-oriented assignments carried out by mixed Ukrainian-Slovak student teams using digital platforms.

This educational format will contribute to the development of intercultural communication skills, strengthen students' ability to work effectively in international teams, and facilitate the integration of innovative educational practices into the professional training of future marketing specialists.

Upon successful completion of the international professional development programme, Olena Yevseitseva and Svitlana Bebko received certificates confirming the acquisition of professional competencies in designing international educational modules based on the COIL methodology.

The participation of the academic staff of the Department of Marketing at KNUTD in the international Q-HELIX project and the development of joint Ukrainian-Slovak educational projects demonstrate the effectiveness of international academic cooperation.

These achievements create favourable conditions for the further development of virtual academic mobility, the introduction of modern educational technologies, and the expansion of partnerships with European universities.

The academic staff of the Department of Marketing at KNUTD express their sincere gratitude to the organizers of the international professional development programme – WSB University (Poland) and Florida International University (USA) – for the excellent organization of the training, professional guidance, comprehensive programme content, and the creation of a supportive environment for international academic cooperation and the exchange of professional experience.

Special appreciation is extended to our international academic partners from the University of Prešov (Slovakia), Mária Kardiš and Stela Kolesárová, for their fruitful cooperation, constructive engagement, exchange of professional expertise, and joint development of international educational projects based on the COIL methodology.

26.10.2026