On September 23, 2025, third-year Marketing students, as part of the course Marketing Research (lecturer — N. Ye. Letunovska), attended a guest lecture organized by Khmelnytskyi University of Management and Law and the Ukrainian Marketing Association.
The speaker of the event was Oleksandr Ustyan — an expert with over 14 years of experience, who has implemented advertising campaigns for more than 500 businesses in 24 countries.
During his presentation, Oleksandr explained why strategy is essential for business, how to implement it correctly, what requirements modern strategies must meet, and what problems companies most often face during execution.
In addition to theoretical aspects, he answered students’ questions and shared examples of both successful and unsuccessful strategies from his practice.