On April 26, 2026, Kyiv National Economic University named after Vadym Hetman hosted a session of the Department of Marketing named after A.F. Pavlenko platform entitled «Marketing in the Revival of Ukraine’s Economic Potential» within the framework of the 93rd Annual Student Scientific Conference «Innovative Project Solutions on the Path to Ukraine’s Economic Recovery», dedicated to the 120th anniversary of the University.

The event brought together more than 80 participants, including students from various faculties, educational programs, levels of higher education, and years of study. Participants joined the platform in both synchronous and asynchronous formats and presented the results of their own research devoted to current challenges and trends in the development of modern marketing on the path toward Ukraine’s economic recovery.

The participants presented reports covering issues related to marketing communications, digital technologies, consumer behavior, international business, innovative advertising tools, and business development under conditions of economic instability. Considerable attention was devoted to the role of marketing in supporting the competitiveness of enterprises, building effective interaction with audiences, and helping companies adapt to new market conditions.

Particular attention should be paid to the presentation by Veronika Potsyluienko (Bachelor’s Program “Marketing”, PM-406), devoted to marketing communications as a tool for stimulating demand in Ukraine’s FMCG market, as well as the presentation by Anastasiia Davydenko (Bachelor’s Program “International Business”, MB-201) on effective marketing tools under limited budgets. The audience also showed strong interest in the work of Veronika Borei (Bachelor’s Program Program “Marketing”, PM-311), which explored the impact of emotional marketing on consumer behavior under conditions of economic instability, and in the presentation by Yelyzaveta Boieva (Bachelor’s Program  Program “Marketing,” PM-301d), which examined the use of Internet technologies in marketing activities.

The presentations of other speakers also attracted significant interest from participants. In particular, Andrii Sytenko (Master’s Program Program “Marketing”, PMP-502) presented research on neuromarketing as a tool for increasing the effectiveness of advertising campaigns and emphasized the use of psychological mechanisms influencing consumers in modern advertising. Kateryna Medvedieva (Bachelor’s Program “Marketing”, PM-408) revealed in her presentation the role of community building in the development and improvement of products for B2B companies in the context of Ukraine’s economic recovery, emphasizing the importance of business interaction with customer communities for creating long-term product value. Polina Ohorodnyk (Bachelor’s Program “International Business”, MB-201) presented research on product adaptation strategies in international business and highlighted the need to take into account cultural, economic, and behavioral characteristics of different markets when companies enter the international arena.

The presented reports demonstrated students’ high level of interest in contemporary marketing trends and showed their understanding of the role of innovative marketing solutions in the processes of Ukraine’s economic recovery. Participants actively engaged in discussions, addressing practical aspects of implementing digital technologies, communication personalization, consumer behavior analytics, and the development of competitive business advantages.

The platform operated in a blended format and included both online presentations by participants and asynchronous submission of conference abstracts. The high quality of student research, the relevance of the selected topics, and the active participation in discussions confirmed the importance of developing youth scientific initiatives in the field of marketing.

The Department of Marketing named after A.F. Pavlenko expresses its gratitude to all students who actively participated in the conference platform, as well as to the academic advisors, organizers, and the platform moderator, Associate Professor A.M. Holitsyn, PhD, for supporting student research activities.