About the department

The modern labour market requires professionals who can analyse data, understand consumer behaviour, work with digital technologies, and make effective business decisions. Therefore, marketing education combines a strong theoretical foundation with practical skills in developing marketing strategies, brand management, digital communications, marketing research, and the implementation of contemporary marketing projects. This approach enables graduates to succeed in a dynamic economy and adapt quickly to the challenges of today’s business environment.

Marketing emerged as an academic discipline at the beginning of the twentieth century in leading universities in the United States, where the first courses on market research, sales management, advertising, and consumer relations were introduced. As the global economy evolved, marketing transformed from a sales-oriented function into a comprehensive business management philosophy focused on creating customer value and building sustainable competitive advantage.

Today, marketing is one of the key fields of the modern economy, integrating analytics, digital technologies, strategic management, branding, communications, and innovation. Consequently, marketing is taught at leading universities worldwide, and the marketing profession remains one of the most promising and in-demand career paths across diverse industries.

With the development of the market economy, marketing has become one of the priority areas of professional education in Ukraine. An important milestone in the development of the national marketing community was the establishment of the Ukrainian Marketing Association in 1997, which promotes marketing science, professional standards, research, and the dissemination of modern marketing practices.

The Department of Marketing, Commercial Activity and Economic Theory offers Bachelor’s and Master’s degree programmes in Marketing. The educational process combines a solid background in economics with modern marketing approaches, digital technologies, analytical tools, and practice-oriented case studies that reflect the current needs of business.

The academic staff of the Department continuously enhance their professional expertise through international and national internships, professional development programmes, scientific conferences, industry forums, training courses, and seminars in marketing, branding, digital communications, advertising, public relations, commercial activity, and business development.

Particular attention is given to student engagement in research activities, academic conferences, student research competitions, professional projects, and international initiatives. This contributes to the development of research competencies, practical professional skills, and cooperation with Ukrainian and international higher education institutions, businesses, and the professional community.

The Department actively develops its research capacity by providing doctoral (PhD) education, supporting early-career researchers, and creating favourable conditions for the professional growth of academic staff and scholars.

The mission of the Department is to educate highly qualified and competitive professionals capable of working effectively in the digital economy, applying modern marketing technologies, developing innovative business solutions, and building successful careers in marketing, commercial activity, branding, advertising, public relations, digital communications, and transport marketing.

The department is engaged in preparation of specialists for two educational programs:

– Marketing.

A modern marketer is able to:

• analyse markets, consumer behaviour, and the competitive environment;
• develop marketing strategies and effective business solutions;
• create and promote brands, products, and services;
• plan advertising campaigns, PR activities, and digital communications;
• attract, retain, and build customer loyalty;
• apply modern digital technologies, analytical tools, and artificial intelligence to support marketing decision-making.

has skills:

• conducting marketing research and data analysis;
• developing marketing strategies and business plans;
• managing consumer behaviour and customer experience;
• organising advertising, PR, and communication activities;
• conducting business negotiations, delivering presentations, and working in teams;
• evaluating the effectiveness of marketing activities and making managerial decisions.

Graduates of our department are able to work in different spheres of activity, either in commercial structures or in political organizations.

The absence of professionals is felt sharply now. Such specialists are needed who will be able to conduct a competent policy on the application of marketing tools in the management of economic and social processes. Our students get knowledge that is critical to a successful career in any field and competence: marketing and social communication, team management, presentation and other creative and innovative technologies.

The development of students’ creative potential is a top priority. Every year the Kharkiv Student Advertising Festival (KSAF) is conducted by our department. Schoolchildren and students of Ukrainian universities send their creative work in such nominations as video advertising, outdoor and printed advertising, presentation of an advertising project. Various manufacturing and commercial enterprises are partners of KSAF every year