Within the framework of KNUTD Marketing Week, participants of the scientific club "Student Marketing Club "M-Team"" demonstrated active involvement, professional interest and a high level of research initiative, joining a series of educational and scientific events dedicated to modern marketing trends, consumer behavior, omnichannel communications and practical application of marketing thinking.
Marketing Week became for the club participants not just a series of events, but a holistic trajectory of professional growth: from understanding the consumer's first contact with the brand to analyzing cognitive decision-making mechanisms and practical testing of marketing competencies in a team quest.
The first important stage was the open lecture “Omnichannel Marketing in the System of Modern Marketing Communications”, which took place on April 27, 2026. The participants of the group deepened their knowledge of multichannel, cross-channel and omnichannel, analyzed the customer journey, and also considered practical cases of Ukrainian and international companies, including EVA, Rozetka, Comfy, “Budynok Igrashok” and The Walt Disney Company. For the members of “M-Team”, this event was an opportunity to see how modern marketing forms a seamless consumer experience, combining digital platforms, offline space, mobile services and personalized communications into a single system of interaction with the client.
The next step was to immerse themselves in the world of neuromarketing during the webinar “The Economics of Attention and Neuromarketing. How brands work with our cognitive biases”, which took place on April 28, 2026. The participants of the scientific circle investigated why consumer attention has become one of the most valuable resources in the modern economy, how brands use cognitive biases, social proof, fear of loss, the sunk cost effect, as well as how eye tracking and EEG help study consumer reactions to advertising, packaging design and communication messages. This event strengthened the interdisciplinary nature of the circle's work, as marketing was considered not only as an economic or communication activity, but as a field that combines psychology, data analytics, neurobiology, ethics and digital technologies.
The culminating element of the participation of the M-Team SMC in the Marketing Week was the interactive quest “The Mystery of the Missing Diploma. Marketers are Investigating”, held on April 29, 2026. The event combined learning, play, analytics, team interaction and creative solution of marketing tasks. The event was special because it was developed as part of the internship by members of the scientific circle "Student Marketing Club "M-Team".
The idea, script and general organization of the quest were prepared by Liliya BILA, a 3rd year higher education student of group BMR-1-23. Members of the circle of the same group actively participated in the implementation of the event: Ksenia TVERITINOVA, Alina MARCHENKO, Daniil NEVHADOVSKYY and Andriy SYNCHUK. It was their initiative, responsibility, creative vision and coordinated team interaction that made it possible to turn the internship tasks into a full-fledged interactive educational event within the framework of the KNUTD Marketing Week.
The participants of the group acted not only as organizers, but also as moderators of an active learning space in which marketing appeared as a living system of decisions, evidence, hypotheses and strategic thinking. According to the plot of the quest, the participants had to solve the case of the “lost diploma”, gradually collecting evidence, completing tasks, analyzing marketing situations and demonstrating the skills necessary for future specialists.
The quest program consisted of two content blocks. The first was dedicated to the visual identity of world brands: teams identified famous trademarks by individual elements of logos, corporate colors, symbols and visual clues. The second block involved deeper analytical work: participants studied the marketing strategies of Red Bull, Victoria’s Secret, Chupa Chups, analyzed non-standard communication solutions and principles of strategic advertising placement. This format required not only knowledge of marketing facts, but also the ability to think critically, work with information, distinguish real promotion tools from myths, and understand the logic of brand communication with consumers.
The role of the participants of the scientific circle as active co-creators of the intellectual environment of the Marketing Week was especially important. They not only listened, observed, or performed tasks, but also analyzed, asked questions, discussed practical cases, worked in teams, and formed their own conclusions about the effectiveness of marketing tools. Their participation became an example of how student scientific activity moves into the practical plane: knowledge turns into competencies, theory into action, and interest in marketing into a professional position.
For the participants of the scientific circle "Student Marketing Club "M-Team"", participation in the Marketing Week made it possible to develop a number of important professional skills: critical and analytical thinking, the ability to interpret consumer behavior, understanding the logic of building marketing communications, teamwork skills, arguing one's own opinion, making decisions in conditions of uncertainty and a creative approach to solving professional tasks. At the same time, the events contributed to the formation of a scientific vision of marketing as a dynamic, evidence-based and interdisciplinary field.
The KNUTD Marketing Week became a kind of laboratory of modern marketing thinking for the M-Team SMC. Omnichannel taught us to see the brand as a holistic ecosystem of contacts with the consumer; neuromarketing opened up deeper mechanisms of attention, emotions and choice; an interactive quest provided an opportunity to apply knowledge in a practical, game and team format. Taken together, these events formed a valuable educational and scientific experience for the participants of the group, combining research, practice, communication and creativity.
The active participation of the scientific group "Student Marketing Club "M-Team"" in the Marketing Week demonstrated the high level of motivation of the students, their readiness for professional self-development and the desire to be not only consumers of knowledge, but also active participants in the creation of a modern marketing space. It is such initiatives that form a new generation of marketers - analytical, creative, ethical, technologically aware and capable of thinking strategically.
04.05.2026
