GUEST LECTURER VOLODYMYR HORBACHENKO DELIVERED AN ONLINE LECTURE ON “BRAND CONQUESTING: AN OFFENSIVE STRATEGY IN DIGITAL MARKETING” FOR STUDENTS MAJORING IN D5 “MARKETING”

On November 29, 2026, the Department of Marketing at Kyiv National University of Technologies and Design (KNUTD) hosted an online lecture delivered by guest lecturer Volodymyr Horbachenko, a stakeholder of the Department of Marketing and the founder and CEO of the international digital marketing agency G-WEB.GROUP. The event, organized for higher education students majoring in D5 “Marketing”, focused on the topical subject “Brand Conquesting: An Offensive Strategy in Digital Marketing”. The lecture explored modern digital marketing tools, competitive brand promotion strategies, and effective approaches to customer acquisition.

During the lecture, the guest speaker explained the concept of Brand Conquesting, a marketing strategy aimed at attracting competitors’ audiences and capturing potential customers at the final stage of their purchasing decision-making process. Particular attention was paid to leveraging branded search queries, competing effectively in the digital environment, and developing strategies to protect a brand’s organic and paid search traffic.

Using examples of well-known Ukrainian brands, including Citrus, COMFY, and ROZETKA, Volodymyr Horbachenko demonstrated competitive promotion techniques within the Google search ecosystem and highlighted the specific features of advertising tools used to attract target audiences. Students gained insights into contemporary digital marketing instruments, including Google Ads search advertising, comparative SEO content, targeted social media advertising, customer review platforms, and the potential applications of artificial intelligence technologies in brand promotion.

Real-world business cases presented by the international digital marketing agency G-WEB.GROUP generated particular interest among the participants. Through these practical examples, the guest lecturer demonstrated the results of advertising campaigns across various e-commerce segments, explained approaches to evaluating campaign performance, and emphasized the importance of strategic advertising budget management. Special attention was also given to the legal and ethical aspects of competitive brand promotion, including compliance with Google Ads policies, adherence to the principles of fair competition, and the importance of maintaining a brand’s business reputation.

The guest lecture contributed to enhancing the professional knowledge of higher education students majoring in D5 “Marketing”, familiarizing them with current digital marketing trends, and developing practical skills in competitive brand promotion. Engaging industry practitioners in the educational process plays an essential role in developing the professional competencies of future marketing specialists, strengthening practice-oriented education, and fostering closer cooperation between the Department of Marketing at KNUTD and representatives of the business community.

The Department of Marketing at Kyiv National University of Technologies and Design extends its sincere gratitude to Volodymyr Horbachenko for his informative and insightful lecture, valuable practical recommendations, professional expertise, and fruitful cooperation in educating and preparing future marketing professionals!

30.10.2026