On February 13, 2025 master class was held on the topic "Phygital Marketing: How the Combination of Online and Offline Creates a Unique Customer Experience." The event provided an excellent opportunity for students to delve into modern trends in marketing communications.
The speakers were leading industry experts: Yuriy Horodetskyi, Marketing Director of the Ukrainian representative office of "Hisense," a global manufacturer of LED panels, climate and household appliances, and robotic systems, as well as Yuriy Okruzhko, Director of the representative office of "EWT," a German household appliance manufacturer.
During the master class, students learned about innovative approaches in phygital marketing based on the integration of digital and traditional customer interaction channels. The speakers shared real-life case studies from their own experience, discussed effective consumer engagement strategies, and answered numerous questions from the audience.
Phygital Marketing is a key trend in modern business, merging physical (Physical) and digital (Digital) consumer experiences. It encompasses tools such as augmented and virtual reality, interactive displays, omnichannel communications, mobile applications, and artificial intelligence for personalized customer interactions. The importance of the phygital approach is growing as modern consumers expect a seamless experience when shopping and interacting with brands.
The speakers emphasized the need to integrate digital technologies into physical retail and adapt marketing strategies to evolving consumer expectations. Successful campaign examples that utilized phygital tools to increase customer loyalty and conversion rates were examined.
This event format allowed students not only to gain valuable new knowledge but also to deepen their understanding of the practical application of marketing tools in a real business environment. The students expressed their gratitude to the speakers for their insightful advice and motivation in the field of marketing.
14.02.2025
