During December 10-20, the defense of master's theses of marketing specialists took place.

Students demonstrated deep knowledge of the theoretical foundations of marketing and the ability to apply them in practice.

Among the most interesting topics presented at the defense, we can note those dedicated to the use of neuromarketing in video advertising of food products in industries 4.0 and 5.0, emotional branding, marketing strategies in the e-commerce market, life cycle management of innovative products, neuromarketing in UX/UI design. The works were distinguished by a high level of scientificity, originality of approaches and practical significance.

From modern trends to the development of effective marketing strategies - each work became evidence of the high level of training of future marketers.

The commission noted the high professionalism of the graduates and wished them success in their future careers.
 

On December 4, an online lecture was held by an experienced neuroscientist from the University of Liverpool, Alexis Makin. He shared his practical experience of using electroencephalography (EEG) in neuroscientific research.

During the event, Alexis Makin presented several key studies devoted to the study of neural mechanisms underlying the processing of symmetrical images. In particular, it was demonstrated that symmetrical visual stimuli cause increased activity in certain areas of the brain. In addition, the researcher spoke about the influence of symmetry on emotional reactions, aesthetic preferences and perception of the duration of visual stimuli.

Many thanks to Alexis Makin for a fascinating lecture. The information provided expanded our understanding of the possibilities of electroencephalography and inspired new scientific research.

On December 16, Associate Professor of the Department of Marketing Nataliia LETUNOVSKA presented a report on the results of her internship at the Pennsylvania State University at the School of Hospitality Management (State College, U.S.) under the Fulbright Program.

During the report, she shared information about the areas in which the scientific schools of this university operate, the capabilities of laboratory equipment for conducting research, and the peculiarities of organizing the educational process at this institution.

Nataliia shared her experience working with scientists at the Food Decisions Research Laboratory (weekly research meetings of laboratory representatives, organization of annual symposiums, work on projects in hospitality management, etc.).

Nataliia emphasized the role of digitalization in the future development of Pennsylvania State University, the achievements this institution has in this area, and the platforms for training and communication between students and teachers.

A separate section of the report dealt with the Ukrainian issue and the measures initiated by the university representatives to support Ukraine. Among the areas of further cooperation with the university are joint scientific research (behavioral aspects of the population in the field of nutrition, audio marketing in the field of hospitality), a project to develop a digital map of catering establishments, and virtual mobility events.

We continue a series of career guidance events for schoolchildren. This time, the participants of the meeting were eleventh graders of Okhtyrsoka Secondary School No. 8 (December 4) and Sumy School No. 1 (December 9).

We remind you that the project is designed to orient future entrants in the following areas:

🎯 Unique about INTRODUCTION-2025: features of preparing the NMT and familiarization with the key rules of the entrance exam.
🎯 How to choose an educational institution and specialty? What you need to consider when choosing an educational institution. What to pay attention to when choosing a specialty and how to choose the one that you will fall in love with from the first lecture.
🎯 International academic mobility | SUMDU: how to combine studying in Ukraine and internship abroad.

We invite everyone to participate! Contact us in any convenient way. Cont. Tel.: +38 050 855 22 55.

On December 16, 2024, Senior Lecturer of the Marketing Department, Anna ROSOKHATA, began a one-week internship at the Czech University of Life Sciences Prague (CZU). The internship will last until December 20, 2024, and is conducted as part of the Czech Development Agency’s project, “Strengthening AgriSciences in Ukraine: AgriSci-UA.”

The hosting institution is the Faculty of Tropical AgriSciences at CZU. The main focus of the internship is research in the field of sustainable waste management, including waste processing for energy recovery, consumer behavior in waste sorting, and the study of modern approaches to restoring ecological systems in the post-war period.

The internship aims to establish scientific contacts with researchers at the Czech University of Life Sciences, discuss potential areas of collaboration in sustainable waste management, participate in scientific consultations, and present individual research. Additionally, the internship will focus on identifying opportunities for joint projects and initiatives related to Ukraine's post-war recovery.

This internship provides new opportunities for international collaboration aimed at sustainable development and the ecological and economic recovery of Ukraine.

On December 4, first-year marketing students had the unique opportunity to listen to a lecture from Pennsylvania State University adjunct professor Lavi Peng.

The speaker thoroughly revealed current trends in marketing, in particular, the role of artificial intelligence in creating unforgettable experiences for customers.

The lecture covered such important aspects as:

1. the five stages of the customer experience,
2. key digital experience touchpoints in the hospitality industry,
3. using AI to create magic experiences at touchpoint with customers.

Many thanks to Lavi Peng for a lively and interactive lecture! Your ideas provoked an interesting discussion and helped to understand the potential of artificial intelligence in modern marketing.

In the autumn, 2024, the accreditation of the educational and scientific program “Marketing” for PhD preparing was held at the Department of Marketing  of Sumy State University. According to the results of a detailed examination conducted by the National Agency for Quality Assurance in Higher Education, the program received the highest rating - “excellently”.

The appropriate decision was made at a meeting of the National Agency for Quality Assurance in Higher Education on November 12, 2024.

This result is a joint achievement of the entire #restless team and an indicator of the high quality of the educational process and the program’s compliance with modern industry requirements. It is also an incentive for further development. We continue to strive to be leaders in the market and train highly qualified scientists capable of solving complex problems of modern business.

We sincerely thank our PhD students, whose successes and achievements are the best confirmation of the effectiveness of education; to the teachers for their hard work, professionalism, and dedication to the cause of training highly qualified specialists, and to the university for its constant support, creating favorable conditions for the development of educational programs, and implementing innovations.

On November 17, 2024, Professor Henryk DZWIGOL, a lecturer at the Department of Marketing at Sumy State University and a researcher at the Silesian University of Technology (Gliwice, Poland), celebrated an important milestone in his career – 20 years of scientific activity.

At the celebrations on the occasion of this event, Professor Dzwigol was congratulated by colleagues from Ukraine and many other countries of the world. Representatives of Sumy State University – Doctor of Economics Oleksiy KWILINSKI, Doctor of Economics Oleksiy LYULYOV and Doctor of Economics Tetyana PIMONENKO – expressed their sincere gratitude and wished the professor further scientific achievements and creative inspiration.

Henryk DZWIGOL's scientific activities cover numerous areas, including the quality of management in organizations, innovation management, sustainable development strategies, market trend analysis, etc. Over the past 20 years, the professor has authored many fundamental scientific papers, co-organized international conferences, and actively participated in educational and scientific projects.

The celebration was marked by an international scale, as congratulations were received from scientists from over 50 countries around the world. Such a wide response indicates the significant influence that Professor DZWIGOL has on the development of science not only in Poland and Ukraine, but also abroad.

Sumy State University is proud of its cooperation with Henryk DZWIGOL and highly appreciates his contribution to the development of the Department of Marketing and the university as a whole. An important part of the professor's achievements is the support of young scientists and the introduction of innovative approaches to scientific research.

The staff of Sumy State University sincerely congratulates Professor Henryk DZWIGOL on his significant date, wishing him new scientific discoveries, fruitful research and inexhaustible energy to achieve new heights.

Thank you for your contribution to science and inspiration for future generations!

The Department of Marketing of Sumy State University continues to actively strengthen its international positions! Recently, the university took a significant step in expanding international cooperation by signing a Memorandum of Cooperation with the Kazakh National Agrarian Research University (Kazakhstan). This event is an important stage for the development of international cooperation in the field of marketing research, educational projects and joint scientific initiatives.

The memorandum opens up broad prospects for the integration of educational and scientific processes between the two leading universities. Thanks to the partnership, it is planned to exchange advanced knowledge, experience and innovations in marketing, which will contribute to the formation of modern approaches to management, promotion and analytics in various industries. In particular, it provides for:

• joint scientific research in the field of marketing and agribusiness;
• holding international seminars and conferences aimed at the exchange of ideas and practices;
• organizing academic mobility programs for higher education students, teachers and scientists;
• developing innovative educational programs that take into account the challenges of the modern market.

This partnership harmoniously complements the strategic directions of the Department of Marketing of Sumy State University regarding the expansion of international activities. It opens the door to new prospects in the field of education and science, allowing to involve higher education students and scientists in global initiatives. In addition, the memorandum will contribute to strengthening the image of Sumy State University as a university that implements the best international practices in its educational programs.

This cooperation is a significant step towards the globalization of the educational process of Sumy State University. Thanks to such a partnership, the university confirms its status as one of the leading institutions of higher education, focused on the implementation of innovative approaches and strengthening the role of science in society.

From November 14 to 30, 2024, teachers of the Department of Marketing of Sumy State University Oleksiy LYULYOV and Tetyana PIMONENKO took part in the scientific internship "From Mind to Market: Applying Neuromarketing Techniques for Business Growth Considering SDGs", which took place at WSB University (Dombrowa Górnicza, Poland). The purpose of the internship was to research and implement modern neuromarketing technologies in business development taking into account the Sustainable Development Goals (SDGs).

The internship program provided participants with a unique opportunity to listen to lectures by leading world-class experts. In particular, Professor Andrew Zimbroff of the University of Nebraska-Lincoln (Lincoln, USA) shared his experience in the field of entrepreneurship, focusing on innovative approaches and sustainable business development, and Professor Rafiz Abazov of Columbia University (New York, USA) presented the prospects for using artificial intelligence to solve global challenges.

During the internship, an agreement on joint scientific activities was also signed between SumDU scientists and other participants of the event, in particular Professor Andrew Zimbroff (University of Nebraska-Lincoln, USA), Professor Rafiz Abazov (Columbia University, USA). This cooperation opens up new opportunities for the development of innovative projects in the field of marketing and business.

In addition to the educational component, Oleksiy LYULOV and Tetyana PIMONENKO, together with their colleague Oleksiy KWILINSKI, took part in the PhD and Dr hab diploma award ceremony at WSB University in Dąbrowa Górnicza, which was an important step in strengthening scientific cooperation between universities.

Participation in such events allows integrating international experience into the scientific activities of SumDU, contributes to improving the quality of research and popularizing sustainable business models in Ukraine.