Student life at AUK involves various levels of engagement and interaction, including student self-government, active student clubs, and various events with the participation of experts. It is also about AUK community expansion. As part of this, AUK Media Club conducted a meeting with AUK master's students who are experts in marketing and communication areas. This is the moment when one generation passes on knowledge to the next, all thanks to AUK.
The meeting was built around the presentation of the media club, media workshop and panel discussion with the participation of:
- Ruslan Gutnikov, AUK Master’s student of Global Management program, ASU graduate, AUK lecturer and ex-CMO at NAVI and Pomitni;
- Oksana Tkachuk, AUK Master’s student of Global Management program, ASU graduate, AUK lecturer, and CMO at IDS Ukraine;
- Olexandr Fedik, AUK Master’s student of Global Management program, ASU student, SMM & Digital manager in Hygiene Business unit, Biosphere corporation.
They discussed strategy in SMM, Ukrainian and global trends, the role of AI in creating content for social networks, whether new social platforms like Threads or BeReal would be able to compete with Instagram and TikTok in 2025, and much more.
The students received numerous insights and practical advice. In particular, Oksana Tkachuk emphasized the importance of media planning,
“Media planning is a combination of strategy and mathematics. It provides effective solutions to promote company’s sales. Also, media planning is about, among other things, the ultimate goal, you understand which audience to reach, with what frequency, which channels, and so you build a structure.” In addition, Oksana drew attention to AI as a global trend in terms of content creation, to integration with e-commerce, and the rapid growth of influence marketing.
When discussing strategies, Oleksandr Fedik noted, “When we talk about traditional strategy in SMM, for us it is a certain hierarchy: there is a business strategy, then a communication strategy, which covers business goals, and from the communication strategy the goals and objectives for SMM appear.” Oleksandr also drew attention to such trends as: 1) taking into account AI factor in algorithms of social media, 2) the culture of moment or rapid reaction of SMM to what is happening in the cultural sphere in general, 3) the return of the 90s-2000s style as a trend specifically in Ukrainian content.
Ruslan Gutnikov immersed the participants in communication strategies for show business, shared the vision of the AUK brand and gave valuable advice on its development in social networks,
“In general, I observe a tendency toward authenticity and openness, without complicated communication preambles. My suggestion to you is to drive of active student life, to be a platform about an active community, to show how we are building it here, thereby attracting others. If you share our values, please, join us.”
We thank our speakers, both AUK students and faculty, for their incorporation into AUK student life and the formation of a community centered on the idea of education that gives freedom!