KNUTD
Kyiv National University of Technologies and Design

UA RU EN

Faculty of Management and Business Design

DEPARTMENT OF MARKETING AND COMMUNICATION DESIGN

Yuliia KOSTYNETS

Head of the Department of Marketing and Communication Design, Doctor of Science in Economics, Associate Professor

Address: 2, Nemyrovych-Danchenko St., Kyiv 01011, Academic building 4, Office 4-0608

Telephone: +38044-256-21-00

e-mail: 

 https://www.facebook.com/eccybermarket

About the Department
History

In 2014, in connection with the optimization of the educational process, the Department of Economic Cybernetics and the Department of Marketing were combined into the Department of Economic Cybernetics and Marketing, headed by Doctor of Science in Economics, Professor Olha Chubukova.

The Department of Economic Cybernetics was established in February 2003. Doctor of Science in Economics, Professor Olha Chubukova was appointed the Head of the Department. In turn, the Department of Marketing was established on February 14, 2000, to provide the training of bachelors, specialists, and masters in Marketing under the supervision of Doctor of Science in Economics, Professor Olena Laburtseva.

In 2020, the Department of Economic Cybernetics and Marketing was renamed into the Department of Marketing and Communication Design.

Since October 2020, the Department has been headed by Doctor of Science in Economics, Associate Professor Yuliia Kostynets.

Mission

The mission of the Department is to ensure the growth and strengthening of the education and professional potential of the state by training graduates who are competitive in the domestic and international labor markets, specialists and managers of various educational and qualification levels for enterprises, organizations, and institutions of various forms of ownership, in the light industry and other sectors of the economy.

Goal

The goal of the educational, research, and organizational activities of the Department is to gradually reach a leading position in the world education and professional sphere, integrate into the international scientific and educational environment with careful preservation of national and corporate achievements, values, and traditions developed at the Department, Faculty, and University, with maximum satisfaction of the requirements and expectations of seekers for higher education and stakeholders.

Strategy

The development strategy of the Department is to constantly improve the quality of training of specialists and ensure their competitiveness in the labor market due to the new methodology of the purposefulness of the educational process to the limit of perfection; keep constant focus on the best world achievements in the education and professional sphere.

Tactics

Systematic marketing research of the labor market and scientific and methodological achievements of leading departments, faculties, institutes, and other innovative structures –  world leaders in science and higher education.

The development of leadership and team activities aimed at attracting all the staff members of the Department (Faculty, University) to the process of improving the quality of training of specialists based on the direction of the educational process to the limit of perfection.

Professionalism, competence, personal and team responsibility of everyone. Intensive preparation of modern teaching aids, study and research plans and programs.

Improving the practical training of specialists based on long-term cooperation programs with enterprises, organizations, and institutions, developing methods and forms of students’ independent work.

The intensification of research work using its results in the educational process and production.

Updating of the material and technical resources and end-to-end computer-telecommunication informatization of the educational research process.

 

Specialty 075 – Marketing, Educational program – Digital Marketing, educational degree “Bachelor” (course length –  4 years):

Digital marketer is engaged in attracting and retaining customers using innovative technologies in the digital environment. The most popular professions in the field of Digital Marketing are Internet marketer, SEO specialist (SEM), social network marketer (SMM), e-mail marketer, content producer, PR manager, and copywriter.

Learning outcomes:

Upon completion of the course, the bachelor will demonstrate:

understanding of SMM and knowledge of the peculiarities of the main sites (Twitter, Linkedin, Instagram, Youtube, etc.); skills to develop social media channels (Facebook, Instagram, etc.); ability to fill in the Youtube channel; ability to work with online chats (control of incoming queries, performance monitoring and conversions (CRM); ability to develop and implement measures to optimize web resources for search engines; promote web resources on the Internet; implement a set of measures to increase sales of the product promoting it by attracting customers via the Internet, practical skills to implement the selection and analysis of keywords and phrases of the web resource, the ability to improve the compatibility of web resource texts with search engines, opportunities to increase the resource rating of the website on the Internet in terms of search engines, the ability to track changes in search engine algorithms and adapt the web resource to these changes, knowledge of advertising systems (AdWords, Direct, Facebook, Target), the ability to conduct comprehensive analysis of sites and applications using Google Analytics (creation of reports on advertising campaigns; research on the geography of purchases; reporting on social activity; ability to track events on the site, conduct AB testing, generate conversion reports); skills to make a sales funnel through messengers (chatbots); ability to participate in the creation of one-page sites (Landing page); ability to work with affiliate programs and networks; skills of using electronic services, ability to understand the logic of services; ability to write texts that can be sold; skills of mastering the basics of UX, which allows you to create letters with which it is pleasant and convenient to interact, and more.

Sphere of employment:

In domestic and foreign companies of various specializations, holding positions of: digital-strategist, business development specialist, SEO specialist, content manager, social media manager, account manager, and more. Freelance work: SEO specialist, copywriter, SMM manager, PPC, etc. Implementation of one’s own projects in the field of digital marketing: sale of marketing services via the Internet, creation, and sale of author’s digital products (sites, services, mobile applications, Internet portals, etc.), cooperation with partner networks, etc.

 

Specialty 075 – Marketing, Educational program – Marketing, educational degree “Bachelor” (course length – 4 years):

A marketer is a specialist who analyses the consumer market and designs a strategy for promoting products among customers. He considers all types of competitive products, highlighting the most popular brands. He studies their advertising projects and consumer opinions. Then, the marketer’s task is analytical work, this person analyses the information received and decomposes it into the components of competent PR. Based on the data, the marketer thinks over the promotion of the products of the company where the specialist works.

Learning Outcomes:

Upon completion of the course, the bachelor will demonstrate:

basic ideas about modern methods of marketing activities; communicative skills, the ability to independently solve the scientific problems of research and development of marketing strategies and strategic planning, the ability to organize the management of marketing work at different phases; the ability to develop promising and current plans for marketing activities, the ability of written and oral communication in a foreign language; the ability to organize diagnostics of market conditions and the functioning environment of an enterprise, the ability to organize exhibitions, fairs and other communication events promoting products on the market.

Sphere of employment: 

Employment at enterprises of any legal form (including enterprises of the light industry), at enterprises of various profiles and levels, in design organizations, consultative centres, scientific and educational institutions, including in the units of marketing, supply; marketing research; information support; sales; international relations and others.

  

Educational program “Communication Marketing” (Specialty 075 – Marketing), educational degree “Master” (course length – 1.5 years):

Learning Outcomes:

Upon completion of the course, the master will demonstrate:

basic ideas about modern methods of marketing activities; communication skills, the ability to independently solve the scientific problems of research and development of marketing strategies and strategic planning, the ability to organize the management of marketing work at different phases; the ability to develop promising and current plans for marketing activities, the ability of written and oral communication in a foreign language; the ability to organize diagnostics of the state of the market and the functioning environment of the enterprise, the ability to organize the work of exhibitions, fairs and other communication events promoting products on the market;

Skills: market research, measuring and forecasting demand, identifying consumer needs; the formation of a long-term marketing strategy of the company; determination of the level of quality of goods necessary for consumers, the formation of a product range in accordance with the structure of demand, setting prices that are attractive to buyers and profitable for the company; ensuring sales of goods and cooperation with resellers; organization of advertising, presentations, promotions, exhibitions and fairs.

Sphere of employment: 

Employment at enterprises of any legal form (including enterprises of the light industry), at enterprises of various profiles and levels, in design organizations, consultative centres, scientific and educational institutions, including in the units of: marketing, supply; marketing research; information support; sales; international relations and others.

 

Academic Staff

The Department has a team of highly qualified teachers, including 3 doctors of sciences, 2 professors, 13 candidates of economic and technical sciences, associate professors, 4 assistants.

Yuliia KOSTYNETS, Head of the Department, Doctor of Science in Economics, Associate Professor

Research interests: marketing management, finance and marketing, competitiveness management at the micro and macro levels, the market for intermediary services, the market for travel services, marketing services, social media marketing, business analytics, and economy modelling.

Courses taught: Copywriting, Social Media Marketing, Economic Dynamics Models, Marketing Research, Advertising Psychology.

The author of more than 60 scientific and educational-methodical publications. 

  

Olena CHERNIAVSKA, Doctor of Science in Economics, Professor

Research interests: international fundraising for small and medium businesses, NGOs; national economics and management of national economy; strategic planning in higher educational institutions: the implementation of best practices in the countries of Eastern and Central Asia; the implementation of strategies of internationalization in the administration system of higher educational institutions; implementation of the European experience in the scientific-educational and educational processes of the higher school; e-technology, administration and organization of educational process in high school.

Courses taught: Media Marketing and Communication Design, Social Media Marketing, Internet Marketing

The author of more than 200 scientific and educational-methodical publications. 

  

Olena YEVSEITSEVA, PhD in Economics, Associate Professor

Research interests: service marketing, logistics, strategic marketing; she is the scientific leader of the student marketing club “M-Team”.

Courses taught: Marketing, Logistics and Distribution, Strategic Marketing.

The author of more than 70 scientific and educational-methodical publications.

  

Alla SAIUN, PhD in Economics, Associate Professor

Research interests: formation of the accounting system within the framework of international and national standards.

Courses taught: Logistics, Media Marketing and Communication Design, Industrial Marketing, Consumer Behavior Management, CRM Systems in Business.

The author of more than 60 scientific and educational-methodical publications.

  

Kateryna SHIKOVETS, PhD in Economics, Associate Professor

Research interests: management modelling of economic development of enterprises (for example, the light industry).

Courses taught: Business Analytics, Cybernetic Modelling, Project Management Informatization.

The author of more than 60 scientific and educational-methodical publications.

  

Halyna KVITA, PhD in Economics, Associate Professor

Research interests: economic and mathematical methods and models, information systems and technologies, electronic business.

Courses taught: Economic Cybernetics, Economic Informatics, Economic and Mathematical Methods and Models, Analysis of Unstructured business data.

The author of more than 70 scientific and educational-methodical publications.

  

Yuliia ZYMBALEVSKA, PhD in Economics, Associate Professor

Research interests: commodity market infrastructure, brand management.

Courses taught: Marketing Management, Professional Communications, Public Relations, Service Marketing, Brand Management.

The author of more than 30 scientific and educational-methodical publications. 

  

Ihor PONOMARENKO, PhD in Economics, Associate Professor

Research interests: data science, big data, machine learning, artificial intelligence, digital marketing.

Courses taught: Economic Informatics, Economic and Mathematical Methods and Models, Simulation, Business Process Reengineering, Digital marketing.

The author of more than 140 scientific and educational-methodical publications.

  

Kateryna YAREMA, senior assistant

Over the period of 2006-2019, 4 doctoral and 25 master’s theses were defended at the Department, another 5 people are doing a post-graduate course.

Scientific Activities

The academic staff of the Department conduct research in the scientific direction: “Cognitive modeling of economic development”.

Every year, the Department carries out research on the topics “Cybernetic foundations of innovative development” and “The concept of modern socio-economic development in the conditions of NBIC convergence”.

For many years, the Department has been cooperating with the State Property Fund of Ukraine and the Department of Communal Property of Kyiv City State Administration.

In 2005, the Department began activities in holding scientific and practical conferences. Every year, the academic staff of the Department organize and conduct the International Scientific and Practical Conference “Actual problems of the development of economic cybernetics” and the All-Ukrainian Scientific Conference of Young Scientists and Students “Actual problems and prospects of the development of marketing management”.

Educational and methodological support

Over the period of 2003-2018, the teachers published textbooks, teaching aids, guidelines, laboratory workshops, supporting lecture notes in the areas of Economic Cybernetics and Marketing, including:

  1. Chubukova O.Yu.,Antoshkina L.I., Heseleva N.V. (2012) Aktualni problemy ekonomichnoi kibernetyky [Actual problems of economic cybernetics] O.Yu. Chubukova, L.I. Antoshkina, N.V. Heseleva: Monograph. – K.: VD“Stylos”. – 366 p.
  2. Antoshkina L.I., Chubukova O. Yu., Synenko O.I. (2013) Orhanizatsiia i metodyka informatsiinoi roboty [Organization and methodology of information work]: textbook – Khmelnytskyi:KhmTsNII. – 2-he vyd., dop. i vypr. – 225 p.
  3. Zharinova A.H. (2013) Metodolohiia upravlinnia intelektualnym kapitalom v umovakh stanovlennia informatsiinoi ekonomiky [Methodology of management of intellectual capital in the conditions of formation of information economy]: Monograph. – Kyiv: Vyd. «Nash format». – 320 p.
  4. Iatsyshyna L.K. (2013) Marketynhovyi menedzhment [Marketing Management]: textbook / L.K. Iatsyshyna. – K.: MVTs «Medinform». – 323 p.
  5. Antoshkina L.I., Chubukova O.Yu., Ivanchenko N.O. (2014) Kohnityvni tekhnolohii v ekonomitsi [Cognitive technologies in economics]: textbook / L.I. Antoshkina, O.Yu. Chubukova, N.O. Ivanchenko. – D: Yuho-Vostok. – 439 p.
  6. Chubukova O.Yu., Ruban V.Ya., Antoshkina L.I. (2014) Ekonomichna kibernetyka [Economic Cybernetics]: textbook / [O.Yu. Chubukova, V.Ya. Ruban, L.I. Antoshkina]. – D: Yuho-Vostok. – 454 p
  7. Iarenko A.V. (2015) Komertsiina diialnist poserednytskykh pidpryiemstv [Commercial activity of intermediary enterprises]: educational-methodical materials for independent work of students of educational degree "Specialist" of specialty 7.03050701 "Marketing" – К.: KNUTD. – 123 p.
  8. Iarenko A.V. (2015) Marketynh u sferakh ekonomichnoi diialnosti. Mizhnarodnyi marketynh [Marketing in the fields of economic activity. International marketing]: Educational-methodical materials for independent work of students of educational degree "Bachelor" of the direction of preparation 6.030507 "Marketing" – К.: KNUTD. – 144 p.
  9. Chubukova O.Yu., Rallye N.V. (2016) Skladovi innovatsiynoyi ekonomiky – osvita, tekhnolohichni uklady, kohnityvni tekhnolohiyi [Components of innovative economy – education, technological way, cognitive technologies]. Naukovyy visnyk Polissya, vol. 3, no. 7, pp. 130-133. (in Ukrainian)
  10. Chubukova O.Yu. (2017) Informatsiinyi marketynh [Information marketing]: textbook / O.Yu. Chubukova. – К.: KNUTD. – 112 p.

Students

Student years are the best years in a person’s life. Our students are known by the whole University. They are active, proactive, funny, and friendly.

Teachers and students of our Department are a large family where everyone is well acquainted, friendly, and closely communicate on any life and professional issues. The friendly atmosphere helps to develop not only professionally, our students, along with teachers, are also interested in the political life of the country. 

Students in the Department of Economic Cybernetics actively participate in online training in the field of Data Science. Our students learn with DataCamp by using DataCamp For The Classroom. Instructors across the world use DataCamp to teach large groups of students, develop their own boot camps, help researchers strengthen their data science skills, and much more. DataCamp offers interactive R, Python, SQL, Git, Shell, Spreadsheet, and Scala courses.

The acquisition of professional skills in visual analytics is due to the use of Tableau platform BI in the educational process, through which students receive access to a free express license for each student in the framework of the Tableau for Students program.

Marketing students carry out active research and creative activities during the training period. Since 2005, the student scientific club “Marketing Club “M-TEAM” has been working at the Department under the auspices of the all-Ukrainian public organization “Ukrainian Marketing Association” (for more details, see “Student groups”).

In July 2017, students B. Cherchenko, A. Tolstykh, and other members of the club received the Grand Prix of the “Advertising Ground” competition (Odessa). This is a creative competition for young advertising teams, aimed at developing an advertising campaign on a topic set by the advertiser for a limited period. The features of this creative battle are as close as possible to situations in practical advertising: hard time pressure, the presence of several real tasks, competitions with other teams –  “agencies”.

M-TEAM club takes an active part in the National Festival of Social Advertising. The main objectives of the festival are to increase the role of social advertising in solving social problems, create favourable conditions for the development of social advertising, attract and stimulate masters of advertising art, and draw the attention of the general public and state institutions to the problem of the development of domestic social advertising. The club members were multiple winners of the NSFR.

Since 2004, M-TEAM has been actively participating in the Ukrainian Student Advertising Festival. This is an authoritative comprehensive project aimed at the development of youth, their professional growth, at the formation of mechanisms of interaction in the field of marketing and advertising, and modern market needs. M-TEAM members over the years of the existence of the USAF have repeatedly been winners in various nominations.

Prof. Romat E.V., USAF Project Manager, repeatedly expressed gratitude to the University administrators and the teachers of the Department of Economic Cybernetics and Marketing for training specialists in the field of marketing and advertising.

Opportunities for Students

Upon completion of the course in Economic Cybernetics, Business Analytics and Marketing, our graduates are in demand in various areas of business activities:

Our graduates work as:

  • top managers;
  • business analysts;
  • business project managers;
  • consultants and experts;
  • administrators of databases and corporate systems;
  • enterprise programmers;
  • marketers of the marketing department;
  • marketing analysts, consultants, experts;
  • economists for sales or logistics;
  • scientific personnel.

International Cooperation

Our foreign partners are graduates of the department who are now working abroad. Some of them:

1. Tetiana Zinchenko - Sartorius AG, IT department, Business Technology department (Germany).
2. Dmytryi Postoi - private entrepreneur (Florida, USA).
3. Olha Bohoslovska – компания DGS  (illiam demant holding), logistician and customer service specialist (Poland).

 

 Make the right choice!