On 23 October, the student theatre of experimental marketing STEM: Marketing 5.0 student theatre of experimental marketing, Lviv Croissants' Marketing Director Yulia Knyazyk gave a guest lecture on ‘Marketing of a large chain: highs and lows’. Ms Knyazyk said that Lviv Croissants is one of the largest national franchise networks of fast food bakeries, with 5 brands, 179 establishments, 100,000 guests per month, 1500 team members and 80 partners. There are 10 bakeries in Poland and 2 more are being prepared for opening. The lecturer identified the main assets and competencies of the brand as: efficient production and supply chain management, low operating costs, strong R&D, high level of service and quality, targeted sales and strong support for franchisees from creating a script for the opening, local promotions, individual promotional materials to setting up an app, digital solutions, working with feedback and supporting national promotions. Applicants' question: ‘How can you describe the brand in three words?’ the marketing director answered: ‘Conscious. Active. Responsible’. It was an incredibly warm, tasty and colourful meeting!

Business interview with Denys Kaplunov: copywriting, marketing, sales

On 08 November 2023, at the initiative of the Department of Marketing, students and teachers of the State University of Trade and Economics met with Denys Kaplunov, founder of the Kaplunoff Communications copywriting and advertising materials design agency, author of 10 books, each of which became a bestseller after publication: ‘Content, Marketing and Rock “n” Roll, How to Write a Commercial Proposal, Neurocopywriting 2.0, Kings of Social Media, Personal Brand Book, and others. No repetition, each book is unique. Today, Denys is a communications mentor at Board, an international community of Ukrainian entrepreneurs for effective, sustainable and rapid business growth.

The meeting was held in the format of a business interview. Denys generously shared both his professional secrets and valuable advice on developing his own brand and achieving success in his chosen profession. Denys considers the book to be a marketing tool and a powerful social proof of the author's professionalism.

 In his work with people, the entrepreneur adheres to the principle ‘Every person is a different story’. Professionalism without humanity has no chance of success. There are no templates, there is a unique path for each client.

Guest lecture: ‘How to become a bestseller on international marketplaces?’ was delivered by Product Lead of Disqover Agency Solomiia Pavlyk

The speaker spoke about the features of e-commerce and the benefits of marketplaces, reviewed the largest e-platforms, identified consumer motives for e-purchases and product categories with the predominant number of sales in 2023 on different platforms, revealed tools for promoting marketplaces and illustrated them with successful sales cases.

V international scientific and practical conference ‘BRAND MANAGEMENT: MARKETING TECHNOLOGIES’

As part of the traditional DTEK Consumer Festival, the Marketing Department held the conference on 14.03.2023. The conference was attended by 415 participants from various higher education institutions, research institutions and enterprises. The conference was opened with a welcoming speech by Anatoliy MAZARAKI, Rector of the University, Doctor of Economics, Professor, Academician of the National Academy of Pedagogical Sciences of Ukraine. 

The speakers at the event were Yevhen Kudriavchenko, founder and CEO of Vintage Web Production; Svitlana Vinoslavska, CEO of Kantar Ukraine; Nicholas Macharashvili, CEO of Virno Consulting Marketing Agency; Amit Kumar, Managing Director of AKG Global Support Services (OPC) Private Limited; Ivan Blazhnov, Ph, co-founder of Smart Games and Individual Marketing, administrator of AI Club on Instagram; Oleg Gelka, Marketing Director of the World of Mattresses chain of stores on Instagram; Tetiana Yankovets, PhD in Economics, Associate Professor of the Department of Marketing at the State University of Trade and Economics. The best specialists in their field, topical marketing issues, business experience of the military market realities, an incredibly interested audience, lively discussions and debates, and a long-lasting wow effect from the event - this is all about the conference ‘BRAND MANAGEMENT: MARKETING TECHNOLOGIES"-2023.

We are sincerely grateful to all speakers and participants! 
See you all soon!

Master class ‘Personality as a brand’ by Solomiya Krevniukh

On 07 November 2022, DTU students once again had the opportunity to communicate with an expert in their field. The Marketing 5.0 STEM session featured a masterclass on Personality as a Brand by Solomiia Kreviukh, author of the practical guide of the same name, SMM specialist, Reels specialist and Instagram expert mentor.

The discussion turned out to be very lively, with Solomiya answering in detail all the students' questions about the feasibility of running social media pages for offline businesses, reputational risks of brands in social media, calculating the budget for SMM of your own brand, and the technical features of creating and posting content. The attendees received a number of tips on current Reels trends and building a content plan on Instagram.

Round table ‘Sociology of trade and branding’

On 18 October 2022, the Department of Marketing, the Department of Philosophy, Sociology and Political Science, the Department of World Economics and the Department of Administrative, Financial and Information Law jointly held a roundtable discussion ‘Sociology of Trade and Branding’. The participants discussed the social role of the brand, brand communications as a response to social processes in society, brand behaviour of the target audience during the war period, as well as the challenges and prospects of post-war reintegration processes for Ukraine and its markets. The discussion proved to be very lively, as all the roundtable participants took an active part in the discussion. We are proud that the reports prepared by postgraduate and undergraduate students were filled with patriotism and love for Ukraine. The event has once again proved that our students are the most creative and intelligent, and they are the bright future of Ukraine!

Meeting with the founder of the Ancient Smithy brand

He has been featured in the Ukrainian and international media, and on 2 May he shared his experience with DTU students. Mykhailo Peresunko is the founder of Ancient Smithy @ancientsmithy, a Ukrainian brand of Viking axes and hammers that are shipped to Europe, the USA and Australia. The founder of the brand will talk about the idea of the startup, the experience of entering Etsy, eBay, Amazon and new products for the international market that were launched during the war at the tutorium ‘Building Sales Channels During Military Operations’.

Open meeting of masters and teachers of the Department of Marketing with the founder of the brand ‘House of Jam’ Olena Hashynska

The expected meeting with the founder of the brand ‘Dim Varcheniya’ Olena Hashynska took place, who was invited as an experienced practitioner as part of the students' study of the disciplines ‘Strategic Marketing’, ‘Brand Management’, ‘Digital Marketing Technologies’. Olena generously shared her practical experience with students about strategies for developing their own brand and business. This was a vivid confirmation of the theoretical and applied fundamentals of marketing and brand management that students study at the university for their future professional growth. They talked about the strategy and tactical marketing tools for brand promotion in the digital space, the need to separate their own brand from the company's brand (products), the importance of service, customer focus and their impact on the financial results of the business. Students asked questions and actively participated in the discussion, and there were many of them! All the active students received delicious gifts from Olena - Pertsous, which is one of the favourite products of the Jam House brand. The meeting was organised and moderated by Tetiana Yankovets, Associate Professor of Marketing. We are grateful to our guest for her charisma, powerful energy, sense of humour, good mood and look forward to new meetings!

III International Scientific and Practical Conference ‘Brand Management: Marketing Technologies’

On March 11, 2021, the III International Scientific and Practical Conference ‘Brand Management: Marketing Technologies’ was held by the Department of Marketing of KNTEU. The conference was attended by 188 scientists and practitioners from 40 universities, institutes, leading companies from 15 cities of Ukraine and other countries. The conference featured active cooperation and co-creation between scientists and business practitioners. The plenary session was addressed by: Olena Laburtseva, PhD in Economics, Professor of the Department of Marketing, KNTEU; Natalia Bukhalova, co-owner and director of UMG; Stas Chiglintsev, director of MASMIUKRAINE; Iryna Fedorishyna, PhD in Psychology, Associate Professor of the Department of Marketing, KNTEU; N. Dubrovina, Ph, Associate Professor of Economics and Finance at the Higher School of Economics and Management in Public Administration (Slovakia); Marina Leo, PhD, Managing Partner at deolpartners; Vita Voynilovych, Director of SK Fashion LLC; Olga Zhurba, Brand Manager at starlightmedia Media Group.

Final of the competition ‘Brand Identity of the KNTEU Marketing Department’

On 23 February 2021, the final of the competition ‘Brand Identity of the KNTEU Marketing Department’ was held to rebrand the department and identify areas for its further development. In particular, master's students of the Department of Marketing of the Faculty of Trade and Marketing of KNTEU presented their projects:

• Project No. 1 ‘KNTEU Marketing Department - here I will learn everything!’ - Karina Zakharchenko, student of the gr. FTM-1-4m.
• Project No. 2 ‘Realise your potential!’ - Dmytro Lazarenko, student of the group. FTM-1-5m.
• Project No. 3 ‘Keeping up with the times - aiming for a professional future!’ - Ksenia Tkachuk and Daria Andreeva, students of the 3rd year of study. FTM-1-3m.
• Project No. 4 ‘There will be many more feats in the world, we will transform you into marketers!’ - Tetiana Yurko, Vladyslava Vinnikova, Anna Berezhna, students of the group FTM-1-5m.

Until 1 March, the projects are being voted on the page of the KNTEU Marketing Department. We invite you to join the voting, which will determine the winner.