Participation of Higher Education Students and Academic Staff in the Webinar“Marketing Trends for 2026”

Higher education students and academic staff of the educational and professional programs “Management of Hotel, Resort and Tourism Services,” “Management of Organizations,” and “Management” participated in the webinar organized by GeniusSpace entitled “Marketing Trends for 2026.”

The speaker of the event was Viktoriia Tanasiuk, a Digital Marketer, Product Manager, and Product Owner, who shared her expert insights into key changes in the marketing field as well as practical experience in working with digital products and brands.

The webinar focused on the analysis of current marketing development trends and the forecasting of key changes that will shape brand strategies in the coming years. Particular attention was paid to the transformation of marketing approaches, specifically the shift from manipulative influence tools to building trust, creating values, and establishing sustainable relationships with target audiences.

During the webinar, the following issues were discussed: the growing role of trust as a key factor in brand competitiveness; the evolution of marketing from a pressure-based tool to a means of building long-term relationships with consumers; and the relevance of the principle “less content – more meaning” as a new standard of effective marketing communication.

Participation in the event contributed to enhancing the professional training of higher education students, deepening their understanding of modern marketing practices, and updating the educational process in line with current labor market requirements and global trends in the field of management.

Based on materials provided by the Department of Economics, Management and Finance