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 November 29, first-year students of the "Marketing" specialty visited the Museum of the History of Money. This excursion was an exciting journey into the past, where they had the opportunity to learn a lot of interesting things about the history of money and its development.

During the excursion, future marketers learned about the evolution of money in Ukraine, about the first images of the trident on banknotes of the last century, and about how money changed as printing developed. Special attention was paid to the unique Ukrainian "lopatnyk" wallet.

The students learned about the outstanding countrymen who created the design of the first Ukrainian banknotes, and had the opportunity to compare banknotes of Ukraine and neighboring states from different times. No less interesting was the acquaintance with ancient step coins and their role as money and postage stamps.

Visitors also saw how the size of money changed, and were surprised by how quickly small banknotes were withdrawn from circulation. One of the interesting exhibits was an arithmograph that was used in the past. Students also learned what a wax seal was made of and how it was used in the past.

Many thanks to Larisa Teofanivna for a wonderful excursion and we wish the Museum of the History of Money further development and prosperity.

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.

Last week, the Department of Marketing launched a new career guidance project "Entry 2025: Catch the Wave of Change".

The first two meetings were held with eleventh-graders of the Verkhnyosyrovatsky Lyceum and Velikochernechny Secondary Vocational School of SMR.

The project is designed to help future entrants orient themselves in the following areas:

🎯 Unique about ENTRY-2025:
• how to choose an additional subject at the NMT;
• what is the weighting coefficient and what does it affect;
• how to independently calculate the competitive score;
• …and many other questions.
Expert: Yana KRYVYCH, executive secretary of the admissions committee of the NNI BiEM.

🎯 How to choose an educational institution and specialty?
• What you need to consider when choosing an educational institution.
• What to look for when choosing a specialty and how to choose the one that you will fall in love with from the first lecture.
Expert: Maria MINCHENKO, Ph.D. in Economics, Associate Professor of the Department of Marketing.

🎯 International Academic Mobility | SUMDU:
• what it is, who can get it;
• how to combine studying in Ukraine and internship abroad.
Expert: Anna KORZH, 3rd year student, 5 exchanges in the last six months.

So, you are graduating from school this academic year and planning to enter a university, but don't know where to start? Then this event is for you! We invite everyone to participate! Contact us in any convenient way. Contact number: +38 050 855 22 55.

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.

On November 15, first-year marketing students were on an excursion of the PUMB bank.

The students learned about the significant role of marketing in promoting services and the bank's image in the market, organizing marketing research to increase customer satisfaction, the bank's successful advertising campaigns, the competitive advantages of PUMB services and mobile application for building customer loyalty, organizing the activities of bank branches, the specifics of working with VIP clients, and many interesting tricks.

At the end of the excursion, the students were interested in information about using artificial intelligence capabilities to analyze consumer behavior.

We express our sincere gratitude for the informative excursion and the opportunity to form vectors of professional self-determination in students!

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!

Restless marketing students have completed the "Gender Economics" course from the CERGE-EI Foundation (Czech Republic). During two months, the students listened to lectures and performed several practical tasks by the leading lecturer, Ardiana Gashi (University of Pristina, Albania). The teacher from Sumy is Olena CHYGRYN.

The language of the course is English.

The course covered essential aspects of gender equality in the economy and contributing to the achievement of the UN Sustainable Development Goals, in particular SDG 5 (Gender Equality), SDG 8 (Decent Work and Economic Growth) and SDG 10 (Reducing Inequality). The course program provided students with a comprehensive understanding of the impact of gender differences on the economy, the labour market, and social justice. It introduced them to tools to address existing imbalances.

Students of the Armenian State University of Economics in Gyumri, University of Central Asia (Bishkek), University of Central Asia (Khorog), University of Pristina, West Ukrainian National University, Yuriy Fedkovych Chernivtsi National University were involved in the study of the course.

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.

On November 13, the fourth lecture by Serpstat service founder Oleg Salamaha was held. During the past two weeks, marketing students had a unique opportunity to deepen their knowledge of digital marketing and the use of the Serpstat service.

The final lecture was devoted to analyzing the effectiveness of digital marketing. At the event, the speaker talked about modern analytical tools and shared the secrets of evaluating the effectiveness of various marketing channels.

Special attention was paid to such issues as:

• how to calculate the effectiveness of the marketing team;
• which channels bring the most profit;
• which analytics tools are the most important for a marketer;
• what can be seen in the analysis of competitors;
• how to use custom leads;
• how to view various metrics;
• what and why to analyze.

Oleg's lecture was a bright conclusion to the cycle of classes on digital marketing. After the event, students had the opportunity to ask speaker questions and receive detailed answers.

Many thanks to Oleg for interesting, rich and informative lectures!