This Monday, Nataliia Letunovska, Associate Professor of the Department of Marketing, as part of implementing the Jean Monet project, conducted the lecture, which was timed to the World No Tobacco Day. The main issues discussed during the lecture were the harm to the human body from the use of tobacco products and the tools of marketing, which are used to inform the population about the adverse effects of smoking. During the lecture, many exciting examples of the use of marketing technologies were presented: digital banners, flash mobs, illustrations in the style of "shocking creativity", educational projects, in particular, the social project of the marketing department of Sumy State University "No smoking" with an exhibition of photo works and installations by students. The audience was also interested in the issue of dishonest marketing strategies of tobacco companies, which manipulate people's minds to whiten their reputation and increase the consumption of their products among the population.

At the end of the active week, they had an exciting and valuable meeting on "Cohesion of society: how to act responsibly towards yourself and others." The speaker of this event was Сandidate of Medical Sciences, Head of the blood bank of the communal non-profit enterprise "Sumy Regional Clinical Hospital" Lyubchak Vladyslav. In the lecture-discussion, the issue of donation as one of the types of public social responsibility towards others and its importance in wartime conditions was raised for discussion. During the lecture, a virtual hospital tour was conducted with a demonstration of blood collection equipment. We thank the speaker for valuable information and a unique tour of an institution specializing in working with donors. The meeting inspired us to be more responsible towards others. This lecture ended the cycle of activities within the active week "Healthy behavior - healthy consumption", as a result of which all participants received certificates.

Anna Rosohata, a senior lecturer at the Department of Marketing, conducted a practice-oriented event - a workshop for course participants on the topic "Crowdfunding of a social and environmental direction: global experience and opportunities for Ukraine." At the event, successful cases of European representatives and opportunities for Ukrainians in the field of crowdfunding were discussed, students received tasks and in groups presented modern crowdfunding platforms, their possibilities, orientation for business and society, opportunities for use by individuals and legal entities from Ukraine, as well as several other questions. The issue of choosing crowdfunding platforms for environmental and social goods/services, as well as for promoting healthy behavior, was also subject to discussion. As a result of the practical workshop, the students explored the available opportunities for crowdfunding and gained new skills in presenting their ideas regarding ecological and social orientation in the Internet environment in view of the competitive environment, taking into account the experience of Europe and the world.

On October 19, the second event of the active week, "Healthy behavior - healthy consumption" took place. The meeting was a workshop on "Healthy behavior - is it a fashion trend or a necessity?" This question was asked to the participants. At the end of the meeting, everyone could express their opinion regarding this statement. The event's speaker was Viktoriia Harbuzova, Doctor of Biological Sciences, Professor, Head of the Department of Physiology and Pathophysiology with a course in medical biology, Certified tutor for pedagogical technology of problem-oriented learning under the Tempus grant program, mind-fitness trainer. During the meeting, a wide range of issues related to the formation of neural connections during the creation of healthy habits, the process of restoring nerve cells, the classification of human emotions, healthy consumption, the importance of physical activity for the prevention of diseases, healthy nutrition, managing personal emotions, psychological aspects regarding the formation of health-responsible behavior, etc.

Senior lecturer of the Marketing Department, Candidate of Economic Sciences Anna Rosohata conducted several lectures from the cycle of the course "Healthy behavior and motivation of consumers: EU and Ukraine" for students of the marketing specialty of the 3rd year of study. The lectures were interactive using modern data presentation technologies. Students had the opportunity not only to learn new information about current trends in consumer motivation in the European Union countries but also to generate their ideas about the possibilities of implementing these trends in the Ukraine territory. Joint discussions gave an opportunity to deeply investigate the issue of the young people's healthy behavior, their motivation to use ecological products, as well as the marketing tools implementation for the formation of their promotion and trade policy in the Ukraine territory

As part of the PROactive week "Healthy Behavior - Healthy Consumption", a round table on "Modern challenges of the era of excessive consumption" was held on October 17.
There were present students and teachers of Sumy State University (Sumy), Konotop Industrial and Pedagogical College of Sumy State University (Konotop), NTU KPI named after Igor Sikorsky (Kyiv).
The essence, challenges, and catalysts of excessive consumption, necessity, and ways to overcome its consequences were defined during the round table. In particular, the issues of planned obsolescence, the influence of fashion, etc., on the growth of consumed goods were subject to discussion. The speakers also shared information on the European experience of waste management, the introduction of the sharing economy's principles, recycling, etc, as one of the many elements of overcoming the consequences of excessive consumption, and the state of implementation of these principles in Ukraine. During the lively discussion, the main directions of the transition to more rational behavior for consumers were formed, and several measures at the level of state and local authorities were proposed based on the cohesion principles promoted by the EU.

The vital issue of the lecture, which was held by Nataliia Letunovska, Associate Professor of the Department of Marketing, was the clarification of the critical characteristics inherent in the responsible behavior of the Internet user. The characteristics of a user looking for information in the field of health were revealed: which websites he or she visits first of all, which social networks he or she refers to, which pages of famous bloggers such a person reads, etc. The lecture included a presentation of the material on the portrait of the target user of health information in the digital environment and a recommended set of marketing tools for informational influence on such a person. The task performed by the students on the segmentation of Internet users by demographic and psychographic characteristics allowed deepening the understanding of the toolkit of diversified influence on different categories of users in the digital environment and to share opinions about the feasibility of using a virtual information environment for the promotion of a healthy lifestyle.

The project's implementers carried out research to disseminate the European Union's advanced and innovative experience regarding healthy behavior and motivation of society. They made it public at the speech of the 3rd International Interdisciplinary Scientific Conference "Digitalization and Sustainability for Development Management: Economic, Social and Environmental Aspects" (14-15 October 2023, London, Great Britain). Thus, Anna Rosokhata and the post-graduate students of the marketing department Liliia Khomenkoб Volodymyr Nesterenko presented their work on the topic: "Waste management in European countries: indicators, clustering, and socio-economic consequences". The work aims to analyze waste management approaches and divide them into clusters. The study's objectives were to determine waste management indicators and investigate their relationship, analyze the main groups of waste management solutions used by European countries, and identify waste management clusters according to the most important parameters. The work hypothesized several common groups of decisions regarding waste management (recycling, incineration, or disposal is preferred). This method affects the population's income, health, and life expectancy and is related to education. The object of the study is 22 European countries. The subject of the study is indicators related to waste management and the population's life. As a result, it was announced that 3 clusters of European countries differ in the characteristics listed above. Government officials can use the results of this study to develop recommendations for improving the waste management system in their country and scientists for further research.

As part of the implementation of the Jean Monet project "Healthy Economy and Policy: European Values for Ukraine", on October 24, 2023, an open lecture by an Italian Professor on the topic "Tightness and Loseness as cultural factors: an application to explain vaccination attitudes" was held. The event's speaker was Vincenzo Alfano, a Professor at the University of Naples "Parthenope" (Italy). He shared with the audience of the event (students, Ph.D. students, and lecturers of Sumy State University) the empirical results of scientific research on the role of cultural factors in the population's attitude to vaccination, the peculiarities of taking into account cultural factors in the development and implementation of the state disease prevention policy. All the lecture participants received certificates and deepened their knowledge about the role of culture in forming an adequate response to external risks of various natures.

In October, activities within the framework of the Jean Monnet project continue. In the Marketing Research classes, marketing students, together with the lecturer of the Marketing Department, Nataliia Letunovska, as part of the study of healthy trends in the market, analyzed the environmental trend in the automotive industry for electric cars and hybrid cars from the first Toyota Prius in 1997 to a whole line of ecological Toyota models in 2023; raised issues of the possibility of a healthy approach to menu formation in fast food establishments; understanding the relationship between the concepts of "healthy", "organic" and "natural" foods. Students prepared exciting reports for the thematic seminar with engaging presentations, in which they defined the portrait of the buyer of ecologically oriented products, proposed appropriate price strategies for the promotion of products of the healthy segment, and gave justification for their vision of the feasibility of developing and introducing healthy products on the market.