KNUTD
Kyiv National University of Technologies and Design

UA EN

Faculty of Management and Business Design

DEPARTMENT OF MARKETING AND COMMUNICATION DESIGN

Olena IEVSEITSEVA

Head of the Department, PhD in Economics, Associate Professor

Address: 2 Mala Shyianovska (Nemyrovych-Danchenko) Str., Kyiv, 01011, Educational building 4, Room 4–0610

Telephone: +38044-256-21-00

e-mail: [email protected]

 https://www.facebook.com/eccybermarket

About the Department
History

The Department of Marketing and Communication Design was founded on February 14, 2000.

In different years, the Department was headed by the following scientists: Doctor of Economic Sciences, Professor Olena Laburtseva (2000-2015); Doctor of Economic Sciences, Professor Olha Chubukova (2015-2020); Doctor of Economic Sciences, Professor Yulia Kostynets (2020-2012), PhD in Economic, Associate Professor Ihor Ponomarenko (2022-2023).

Since 2023, the Head of the Department is Olena Ievseitseva, PhD in Economic? Associate Professor, Member of the Union of Advertisers of Ukraine.

In today's world, the success of business activities depends primarily on understanding market requirements, consumer requests and preferences, the ability to form sustainable demand for goods or services and ensure their competitiveness. Solving these difficult tasks is possible only with the presence of special knowledge in marketing because marketing is the science of how to make a profit by satisfying the needs of consumers. The Department's mission is to train and produce professionals who are focused on meeting the real needs of the business environment. During the course of training, future marketers prepare for the qualified performance of the following tasks:

  • market research, demand measurement and forecasting, identification of consumer needs;
  • formation of a long-term marketing strategy of the enterprise;
  • determination of the level of quality of goods and services required by consumers, formation of a product range in accordance with the structure of demand;
  • setting prices that are attractive to buyers and profitable for the company;
  • organization of distribution policy and cooperation with resellers;
  • organization of advertising activities, promotions, exhibitions, fairs.

No specialty requires such comprehensive knowledge as marketing. Today's marketing specialist must have a range of knowledge:

  • from mathematical methods of justifying optimal solutions to subtleties of consumer psychology;
  • from the latest computer information technologies to awareness of fashion and design trends.

Graduates of the Department of Marketing and Communication Design receive professional education with a significant practical emphasis in combination with the personal development of students, which provides the opportunity for successful employment in management, education, business and other fields, at the following positions:

  • media buyer
  • head of the marketing department
  • director of advertising/head of the advertising department
  • assistant sales manager
  • business analyst
  • chief marketer
  • marketing project manager
  • product manager
  • supervisor
  • advertising manager
  • influence marketer
  • SEO specialist
  • Internet marketer
  • marketer
  • copywriter
  • marketing manager
  • brand manager
  • lead generation manager
  • SMM manager
  • targetologist
  • content marketer / content manager
  • promoter

 

Academic Staff

The training of professionals in marketing for various branches of the economy of Ukraine is carried out by highly qualified scientific and pedagogical employees of the Department of Marketing and Communication Design, including: 3 doctors of economic sciences, professors; 4 candidates of economic sciences, associate professors, 1 assistant.

Scientific and pedagogical team of the

Department of Marketing and Communication Design

The professional level of scientific and pedagogical staff of the Department is confirmed by scientific degrees, academic titles, internships in Ukrainian and foreign institutions, and participation in grant activities.

Scientific and pedagogical staff of the Department of Marketing and Communication Design are members of the Ukrainian Marketing Association, the Union of Advertisers of Ukraine, they speak English, which is confirmed by the relevant certificates.

In recent years, specialists of the Department have participated in more than 100 international, all-Ukrainian, regional, inter-university and other scientific conferences, where they shared their experience in solving the problems of modern market entities using innovative marketing principles.

Scientific articles by experts of the Department of Marketing and Communication Design are published in the leading economic journals of Ukraine and foreign publications that are included in the international databases Scopus & Web of Sciences.

Scientific and pedagogical workers of the Department are authors and co-authors of textbooks, study guides and monographs.

Ivan GRYSCHENKO, Professor, Doctor of Economic Sciences, Academician of the National Academy of Sciences of Ukraine, Honored Worker of Education of Ukraine, Laureate of the State Prize of Ukraine in Science and Technology.

Research interests: research of socio-economic processes of functioning and innovative development of the professional higher education system; justification of the theoretical and practical principles of the functioning of professional higher education of Ukraine and its economy; development of effective economic and organizational mechanisms and financial models of higher education development; increasing the efficiency of light industry due to the creation of an investment technology cluster, a marketing complex for the management of cooperation of higher education institutions, internationalization of higher education.

Author of more than 280 scientific works, textbooks, and training aids.

  

Svitlana BEBKO, Doctor of Economic Sciences, Professor.

Research interests: cooperation management of higher education institutions, essence and specifics of international marketing, commercial activity of enterprises in the digital environment, marketing policy of distribution.

Author of more than 60 scientific and methodological works.

  

Olena CHERNYAVSKA, Doctor of Economic Sciences, Professor.

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

Author of more than 200 scientific and methodological works. 

  

Olena IEVSEITSEVA, PhD in Economics, Associate Professor, Head of the Department of Marketing and Communication Design.

Research interests: strategic marketing, digital marketing, specifics of marketing Internet communications in the promotion of educational services, analysis of consumer behavior, organization, and design of logistics systems. Since 2004, she has been the scientific supervisor of the student group "Student Marketing Club "M-Team".

Author of more than 100 scientific and methodological works.

  

Kateryna SHIKOVETS, PhD in Economics, Associate Professor.  

Research interests: market research and competitiveness of enterprises, modeling, and management of economic development of enterprises, forecasting of market conditions and risks, CRM systems in business.

Author of more than 60 scientific and methodological works

  

Halyna KVITA, PhD in Economics, Associate Professor.

Research interests: economic and mathematical methods and models, formation of a marketing complex at industrial enterprises, marketing pricing, marketing of IT products, electronic business.

Author of more than 70 scientific and methodological works.

  

Yulia ZYMBALEVSKA, PhD in Economics, Associate Professor.

Research interests: brand management, communication policy in the enterprise management system, marketing product policy, advertising, and public releases.

Author of more than 40 scientific and methodological works.

  

Yuriy HORODETSKY, assistant of the Department.

Research interests: modern directions of marketing, digitization of marketing, digital marketing technologies, predictive analytics, anti-crisis marketing, SMM marketing, branding and technologies of brand promotion and development.

Author of scientific and methodological works.

Educational Programs

The Department of Marketing and Communication Design trains highly qualified specialists who are in demand on the labor market:

SPECIALTY 075 MARKETING

first (bachelor’s) level of higher education:

educational and professional programs

"Marketing" and "Digital Marketing"

second (master's) level of higher education:

educational and professional program "Communication Marketing"

third (doctor of philosophy (PhD) level of higher education:

educational and scientific program "Marketing"

The prestige of the specialty lies in the fact that a marketer is one of the most important experts in any modern business. The commercial success of the enterprise depends on his work. The marketer is responsible for the key directions of the company's development: studying the market and consumers, identifying market niches, developing new products and services, bringing goods to the market, managing the life cycle of goods and services.

Since 2022, the Department has started enrolling students for the educational and professional program "Digital Marketing". The rapid digitization of society has led to an urgent need for marketing specialists who have the skills to use the tools of Internet marketing, understand the problems of effective assimilation of technological means of marketing and ICT, as evidenced by the numerous vacancies for the positions of Internet marketers.

The uniqueness of all educational and professional programs lies in the fact that educational and professional programs are not limited to knowledge of classical marketing, the academic staff of the Department, when developing and teaching marketing disciplines, emphasize their innovative component: Internet marketing, SMM marketing, content-marketing, neuromarketing, and other new areas of marketing development.

Improving the content and forms of the educational process at the Department of Marketing and Communication Design brings students' education closer to the requirements of the labor market, and direct participation in the training of future graduates by our partner companies provides students with invaluable practical experience, employment opportunities, and confidence in making the right choice.

Courses of the Department and Their Methodological Support

The Department of Marketing and Communication Design provides professional teaching of the following courses:

"Marketing"

"Marketing research"

"Consumer behavior management"

"Psychology of advertising"

"Media marketing"

"Digital marketing and e-commerce"

"Marketing of an industrial enterprise"

"Marketing of services"

"International marketing"

"Marketing product policy"

"Marketing pricing"

"Logistics"

"Marketing policy of distribution"

"Marketing communications"

"CRM systems in business"

"Forecasting market conditions and risks"

"Business analytics"

"Strategic marketing"

"Commercial activity in the digital environment"

"Brand and brand-oriented management"

"Marketing and advertising management"

"Social network marketing"

All the courses contain high-quality educational and methodological support that is placed in the modular environment of the educational process of KNUTD. The Department effectively uses innovative methods of doing courses in the educational process.

Scientific Activities

A significant contribution to the improvement of the quality of the educational process is made by the scientific developments of the Department's staff, aimed at increasing the efficiency of enterprises, in particular by using modern marketing technologies.

Scientific activity at the Department of Marketing and Communication Design is carried out through:

- training of scientific personnel;

- implementation of thematic research work at the expense of state funding and customer funds;

- testing the results of scientific research;

- ensuring the creative activity of participants in the educational process (participation in advertising festivals);

- use of the obtained research results in the educational process.

 

Postgraduate students of the Department of Marketing and Communication Design:

Year of study

Education seeker

Dissertation research topic

1

Maxim Galstian

Influence of marketing strategies on consumer behavioral patterns in a war economy

Yana Olshanska

Demand management mechanism based on digital marketing technologies

Yevhen Tolchinin-Burunsky

The mechanism of forming a marketing strategy for the development of distributors in the Ukrainian market

Mykola Nikolaiev

Formation of marketing strategies of IT enterprises in the context of post-war reconstruction of Ukraine

Maria Potekhina

 

The mechanism of marketing management of innovative business development in the conditions of post-war economic recovery of Ukraine

2

Yurii Horodetsky

Formation of marketing mechanisms for managing business development based on predictive analytics

Dmytro Shkoda

Formation and development of marketing digital business development management systems in the context of post-war economic reconstruction

Oleh Oliynyk

Digital technologies of marketing management in the coordinates of innovative development of the enterprise

4

Ivan Holovachev

Marketing strategy of innovative development of enterprises in the digital environment

Vitaliy Kaznody

Innovative development of the marketing management system in the context of the economy digitalization

Oleksandr Mihalaty

Planning of innovation marketing in the system of enterprise competitiveness management

Volodymyr Martsynovsky

Formation of integrated marketing communications of IT enterprises in Ukraine

 

Researchers and students of the Department of Marketing and Communication Design are working on such research projects:

I. State budget research work:

Development of the Marshall Plan 2.0 as a model of socio-economic recovery of Ukraine at the sectoral and regional levels, 2023-2024 (approved by the Ministry of Education and Science of Ukraine on 03.03.2023)

Theme leader: Doctor of Economics, Professor I. Gryshchenko. Responsible executor: Doctor of Economics, Professor A. Kasych. Executors: Doctor of Economics, Professor I. Tarasenko, Doctor of Economics, Professor I. Hnatenko, Doctor of Economics, Professor O. Olshanska, PhD students Y. Horodetskyi, D. Shkoda.

II. Scientific research (N/a 30/23) in the area:

Prospects for the implementation of an innovative economic model in Ukraine. Marketing support of business processes in the context of digitalization. Exercutors: Candidate of Economic Sciences, Associate Professor O. Yevseitseva, Doctor of Economics, Professor S. Bebko, Candidate of Economic Sciences, Associate Professor K. Shikovets, Candidate of Economic Sciences, Associate Professor H. Kvita, Doctor of Economics, Professor O. Cherniavska, Candidate of Economic Sciences, Associate Professor Y. Zymbalevska,  postgraduate students I. Holovachov, V. Kaznodiy, O. Migalatiy, O. Oliynyk, M. Galstian, M. Potekhina, Y. Olshanska, M. Nikolaiev, Ye. Tolchilin-Burunsky.

III. Research topics (initiative):

Research (№0121U109411) Methodological principles of innovation and integration development of entrepreneurial higher education institutions

Executors: Doctor of Economics, Professor I. Gryshchenko, postgraduate students Ye. Horodetskyi, D. Shkoda.

Research (№0123U105328) Ensuring sustainable development of the country through the use of innovative marketing tools

Executors: Doctor of Economics, Professor S. Bebko, Candidate of Economic Sciences, Associate Professor K. Shikovets, Candidate of Economic Sciences, Associate Professor O. Yevseitseva, Doctor of Economics, Professor O. Cherniavska, postgraduate students M. Potekhina, Y. Olshanska, M. Nikolaiev, Ye. Tolchilin-Burunsky.

Postgraduate students of the Department are also working on research works:

Research work

Development of a complex of integrated marketing communications at domestic enterprises

Executors: Doctor of Economics, Professor Ye. Haustova, post-graduate student V. Martsynovskyi.

Development of marketing management in the service sector: new approaches and strategies in the context of sustainable development and economic recovery of Ukraine

Executors: Doctor of Economics, Professor O. Morgulets, postgraduate student M. Galstian.

IV. Economic contractual research topics:

Research and development

Analysis of factors influencing the development of agricultural enterprises based on e-commerce technologies LLC "UKRYUGIMPEX, (Contract No. 1260 of 14.11.2023)

V. In recent years, the Department's academic staff and students have been performing the following research projects:

Research (№ 0120U104616) Marketing and logistics mechanisms for managing the innovative development of business entities

Executors: Candidate of Economic Sciences, Associate Professor O. Yevseitseva, Candidate of Economic Sciences, Associate Professor K. Shikovets, Candidate of Economic Sciences, Associate Professor H. Kvitova, post-graduate students I. Holovachov, V. Kaznodiy, O. Migalatiy.

Research work (№ 0119U102051) Digital economy: essence and prospects of development

Executors: Candidate of Economic Sciences, Associate Professor O. Yevseitseva, Candidate of Economic Sciences, Associate Professor K. Shikovets, Candidate of Economic Sciences, Associate Professor H. Kvitova, postgraduate students I. Holovachov, V. Kaznodyi, O. Migalatyi.

The academic staff of the Department of Marketing and Communication Design are implementers of international projects:

Erasmus +: Project VEHUB4YOU direction "Virtual exchanges in the fields of higher education and youth" - ERASMUS-EDU-2021-VIRT-EXCH "INTERNATIONAL NETWORK OF VIRTUAL YOUTH BUSINESS HUBS" (Doctor of Economics, Prof. I. Gryshchenko, Doctor of Economics, Prof. S. Bebko, Doctor of Economics, Prof. O. Cherniavska, Candidate of Economics, Assoc. Prof. O. Yevseitseva, postgraduate students Ye. Horodetskyi, D. Shkoda, I. Holovachov, V. Kaznodyi, O. Migalatyi, O. Oliinyk, M. Galstian, M. Potekhina, Y. Olshanska, M. Nikolaiev, Ye. Tolchilin-Burunskyi, V. Martsynovskyi)

Project from the European Institute of Innovation and Technology INTREPID-HEI International Capacity Building in Innovation/Building international capacity in innovation, transfer and entrepreneurship with a focus on shared experience in higher education institutions

(Doctor of Economics, Professor I. Gryshchenko, postgraduate student D. Shkoda)

 

The Department of Marketing and Communication Design cooperates with international partners of KNUTD:

Higher Business School in Dabrowa Gornicza,

Estonian Entrepreneurship University of Applied Sciences,

International Academy of Applied Sciences in Lomža,

University of Foggia,

RISEBA University of Applied Sciences,

Mingachevir State University,

Akaki Tsereteli State University,

University of Southampton.

 

Department of Marketing and Communication Design  is a co-organizer of the conferences:

1. International scientific and practical Internet conference «Dominants of socio-economic development of Ukraine in the conditions of innovative type of progress»

2. International scientific and practical conference «Problems of integration of education, science and business in the context of globalization»

3. International scientific and practical Internet conference «Imperatives of economic growth in the context of global sustainable development goals»

 

The Department of Marketing and Communication Design maintains business contacts with many organizations and institutions, involving stakeholders, well-known domestic and foreign scientists, and experts in marketing, media, and advertising to conduct practical classes.

Every year, students attend the International Exhibition of Advertising and Marketing "REX"

 

Meeting of higher education seekers with leaders of the project of the EU and the UN INTERNATIONAL LABOR ORGANIZATION

 

Meeting with copywriters of the company "BBDO Ukraine" Vitaly Kapustyan and Ilya Yankovskyi

Master-class of Ksenia Renchkovska, head of the ecological public organization of international youth movement "SCHOOL RECYCLING WORLD" in Ukraine

The Department of Marketing and Communication Design cooperates with scientific institutions, stakeholders, domestic enterprises, and European universities with the aim of popularizing Ukrainian education and establishing long-term and fruitful cooperation. They hold meetings, seminars, and master classes together, during which they share practical experience with students.

The Department has been cooperating with the Kyiv City State Administration for many years. By order of the KMDA, the academic staff of the Department of Marketing and Communication Design conduct marketing research in the field of social advertising.

Since 2000, Kyiv National University of Technologies and Design has been a collective member of the Ukrainian Marketing Association (UMA).

 

International Cooperation

The international partners of the Department of Marketing and Communication Design are universities in Europe, on the basis of which the academic staff of the Department undergo internships. As part of the "Erasmus+" program, scientific and pedagogical workers conduct a series of lectures for students of European educational institutions. Thanks to these fruitful relations, students of the Department of Marketing and Communication Design have the opportunity to improve their professional competencies in European educational institutions.

The competitive advantages of training marketing specialists lie in the fact that we provide not only thorough fundamental, basic professional theoretical training, but also high-quality practical-oriented training aimed at the development of promising professional competencies of marketers.

Together with ADC SCHOOL, students attended a certification training course from the creative directors of the largest international and most successful advertising agencies of Ukraine

 

 

Training sessions by Yevheny Kurtev, Strategy and Creative Director of TWIGAAnzhe Yereb, Executive Creative Director at BBDO Ukraine

 

Training sessions of Ilya Yanovskyi and copywriter of the "Banda" agency Viktor Synkov

 

A master class by one of the brightest advertisers of our time Tim Beckreling

 

Master classes of Natalia Dehgtyareva, internet marketer of the Synergy construction group, and Vitaly Tkachenko,
co-owner of the Tkachenko&Myroniuk marketing agency, strategic marketing consultant

 

Training Facilities

The material and technical base of the Department of Marketing and Communication Design offers all the conditions for providing the most modern knowledge and skills in the application of marketing tools in practical activities in accordance with the real needs of the market. In the educational process at the Department of Marketing and Communication Design, specialized offices equipped with computer equipment are used.

Students

Under the guidance of the academic staff, winners of the Department of Marketing and Communication Design actively participate in research work, become winners and prize-winners of the All-Ukrainian Marketing Olympiad, the All-Ukrainian Thesis Competition, the All-Ukrainian Student Research Papers Competition, the All-Ukrainian Student Festival of Advertising, and other competitions and advertising festivals for higher education seekers.

Since 2004, the student group "Student Marketing Club "M-Team" has been operating at the Department. The main events in which the “Student Marketing Club "M-Team" takes an active part are:

UKRAINIAN STUDENT ADVERTISING FESTIVAL

This is an authoritative complex project aimed at the development of young people, their professional growth, the formation of mechanisms of interaction in marketing and advertising and modern market needs. An important component of each festival is a rich program of master classes and round tables held for young people by gurus of domestic advertising. Their main emphasis is on the practical and creative component of advertising skills. For novice advertisers, this is a unique opportunity to directly communicate and learn from the most successful representatives of the industry. During the years of the existence of the USAF, members of the M-TEAM SMC have repeatedly been winners in various nominations.

 

NATIONAL FESTIVAL OF SOCIAL ADVERTISING

The main goals of the festival are to increase the role of social advertising in solving social problems, create favorable 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. Club members were multiple winners of the NFSA.

 

ADVERTISING FIELD

"Advertising Polygon" is a creative competition of teams of young advertisers, which consists in developing an advertising campaign on a topic set by the advertiser within a limited period of time. The features of this creative battle are the maximum approach to situations in practical advertising activity: tight deadlines, the presence of several real tasks, and competition with other teams-"agencies". The students of our group have been awarded many times.

 

ALL-UKRAINIAN SCIENTIFIC AND PRACTICAL CONFERENCE OF STUDENTS AND YOUNG SCIENTISTS "MAJESTY OF MARKETING"

For many years, members of the "M-TEAM" SMC have been participating in the all-Ukrainian scientific and practical conference of students and young scientists "Majesty of Marketing", which is held at the National Mining University, Dnipro city. Thanks to such meetings, skills and abilities are enriched, marketing and life experience is added to young marketing specialists. The working language of the conference is exclusively English. Our students were awarded certificates "For the best report on marketing problems", "For the originality of the researched topic". All scientific works are printed in the collection of abstracts of the conference and have practical significance. The management of the National Mining University of Dnipro has repeatedly expressed its gratitude to KNUTD and the Department of Marketing and Communication Design for the high level of training and education of young specialists.

 

Celebration of Marketer's Day at KNUTD

 

We provide training of specialists who have a broad outlook and are highly qualified in their future professional activities!