On Thursday, April 17, students and postgraduates of the Department of Marketing took an active part in the International Scientific and Practical Conference organized by the Educational and Scientific Institute of Management and Entrepreneurship of the State University of Information and Communication Technologies. This year’s conference, entitled “Synergy of Innovations: Policy, Economy, and Management in the Digital World,” brought together young researchers and practitioners to discuss the latest trends and challenges in the digital economy.

Third-year students Kateryna Piontkovska and Oleksandra Medyentseva delivered a presentation on the impact of behavioral marketing tools – cashback programs, bonuses, and gamification – on customer financial behavior in digital banking. Their research highlighted the strategic role of bonuses and gamification in building trust, enhancing customer retention, and shaping a positive brand image in the digital environment.

Postgraduate student Taras Ilnytskyi presented his research on digital literacy as a critical leadership competence in the era of digital transformation. He emphasized that traditional management skills are no longer sufficient in today’s dynamic and technology-driven world, and stressed the need to integrate digital competencies into higher education and leadership training programs to prepare strategists capable of navigating digital uncertainty.

Postgraduate student Artem Snitko delivered an in-depth analysis of SEO (Search Engine Optimization) as a key strategic tool in modern internet marketing. His presentation addressed the common lack of a comprehensive SEO strategy among businesses and explored the critical link between SEO, user behavior, user experience, and online brand reputation. He underlined that an effective SEO strategy not only drives stable organic traffic but also strengthens customer trust and loyalty, securing a company’s competitive position in the digital market.

Postgraduate student Illia Molokov presented his work "Artificial Intelligence for Leaders: Integrating Technology and Creativity." His report outlined four strategic approaches for integrating AI into management processes, with particular attention given to ethical issues such as algorithm transparency, data protection, and bias prevention. He concluded by emphasizing that successful digital transformation requires not only the adoption of new technologies but also leaders who can foster innovation within their organizations.

Throughout the event, the conference participants demonstrated strong academic engagement, critical thinking, and effective presentation skills. Their research findings, both fundamental and applied, sparked active discussion and drew significant interest from the audience.

The Department of Marketing warmly congratulates all participants on their excellent performance and thanks them for representing the university at such a prestigious international forum!