On October 17, 2025, as part of the study of the disciplines “Marketing Communications” (lecturer Yana KRYVYCH) and “Customer Experience Management” (lecturer Yevgenia ZYABINA), marketing students joined the Online Business Laboratory and had the opportunity to talk with Taras Maselko, PR Director of the Emotion Holding “!FEST” – the company behind dozens of iconic Ukrainian brands, events and concepts.
The topic of the speech was “Event Marketing and Partnerships: How to Create an Experience That Opens New Directions. How to Create Events That Become Legends, Not Just Events?”
During the meeting, students were able to see how marketing communications tools work in real-life event marketing cases, as well as how customer experience management helps create events that build brand loyalty and trust.
The speaker’s speech focused on experience, emotion, and strategy, which allow for the creation of events that open up new opportunities for the brand, bring people together, and leave behind real memories.
“An event is not just the day of the event. It is a story that begins long before and continues after,” the speaker noted.
It is events like Geneus’ Online Business Labs that inspire students to see marketing not only as a tool, but also as a space for creativity, partnerships, and the creation of unique experiences.