On January 22, 2026, a meeting of the Council of the Ukrainian Marketing Association (UMA) took place.
During the meeting, Council members reviewed the report on UMA’s activities and those of its regional branches, discussed the key areas of UMA’s development for 2026, and approved the admission of a new Council member.
In 2025, the activities of the Ukrainian Marketing Association were focused on achieving the organization’s strategic goals and covered the following key areas:
1. Development of the Marketing Profession and Education
- Development of the professional standard “Market Expansion Methods Specialist (Marketing Specialist)”
- Organization of thematic meetings for faculty members, including the webinar “Quality Assurance Processes in Higher Education in the United Kingdom: The Experience of the University of Exeter”, held with the support of the Ministry of Education and Science of Ukraine
- Organization of webinars for lecturers and students with the participation of industry practitioners
- Support for the NIQ Academy educational project
- Promotion of the development of dual education in Ukraine
2. Support for the Professional Community and Advocacy for UMA Members’ Interests
- Activities of the UMA Faculty Members Club
- Organization of meetings within the TOP Marketing Club
- Information support for marketing departments in frontline cities
- Implementation of initiatives focused on the topic of “Military Marketing” with the participation of military communication professionals
3. Content Development and Promotion of Marketing
- Publication of the journal “Marketing in Ukraine”
- Organization of open-access webinars
- Publication of practical materials and interviews in the blog on the UMA website
- Posting webinar video recordings on the UMA YouTube channel
- Active communication on the UMA Facebook page
4. Development and Self-Regulation of the Marketing Industry
- Research on the marketing research market
- Activities of the Research Agencies Directors Club
- Networking meetings with companies providing marketing and research services
- Translation of the ICC Advertising and Marketing Communications Code into Ukrainian
- Activities of the Industry and Gender Committee on Advertising
5. International Cooperation and Ukraine’s Voice in Global Communities
- Partnerships and/or memberships in international organizations (ANA, EASA, ESOMAR, EFAMRO, EMC, ICC, etc.)
- Participation in international events
- Expansion of opportunities for UMA members to engage in partner initiatives
- Involvement of Ukrainian marketers and researchers in international projects
Iryna Lylyk, President of the Ukrainian Marketing Association, also outlined UMA’s plans for 2026, which maintain strategic continuity with the priorities and focus areas of 2025.
Among UMA’s Key Priorities for 2026 Are:
- Further development of the professional community through the activities of professional clubs: the Faculty Members Club, the TOP Marketing Club, and the Research Agencies Directors Club
- Support for improving the teaching of marketing disciplines in higher education institutions in Ukraine
- Strengthening cooperation between higher education institutions and business to foster the development of future marketing professionals
- Initiatives for the marketing research market, including market analysis and assessment
- Organization of the All-Ukrainian Student Competition in Marketing Research, “Youth Mastering Marketing,” named in honor of Ihor Tkachenko
- Continuation of the activities of the Industry and Gender Committee on Advertising (IGCA)
- International cooperation
Reports from Regional UMA Branches Were Presented by:
Oleksandr Hladunov – Rivne Regional UMA Branch
Mykhailo Oklander – Odesa Regional UMA Branch
Alona Tanasiichuk – Vinnytsia Regional UMA Branch
Viktor Zaruba – Kharkiv Regional UMA Branch
Iryna Perevozova – Ivano-Frankivsk Regional UMA Branch
Tetiana Borysova – Ternopil Regional UMA Branch
New Member of the UMA Council
The Council unanimously approved and warmly welcomed a new member – Natalia Pysarenko, who has joined the Council of the Ukrainian Marketing Association (UMA).
Natalia Pysarenko, PhD in Economics, Associate Professor, is the Director of the Master’s Programme “Marketing and Business Analytics” at the Department of Business Strategy and Marketing, University of Exeter (UK). She has over 20 years of teaching experience at the National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute” and at the International Institute of Business, where she taught on Executive MBA programmes. She has also been actively engaged in consulting and professional training for Ukrainian businesses. In 2024, Natalia was honored with the Global Woman in Marketing Award.
Ms. Pysarenko is actively involved in UMA’s activities, including delivering webinars, sharing international expertise, and representing UMA within the global marketing and management community.
A Festive Moment During the Meeting
The Council meeting was attended by UMA Vice President Volodymyr Paniotto, who was celebrating his birthday that day. Fellow members warmly congratulated him, wishing him good health and continued professional success.
Working Together Despite Challenges – Our Gratitude to the Armed Forces of Ukraine
Despite power outages and ongoing air raid alerts, the UMA Council convened to review the organization’s activities and set priorities for 2026. The Ukrainian Marketing Association continues to support the professional community, organize events and educational initiatives, and share expertise with Ukrainian marketers.
A special thank you goes to the Armed Forces of Ukraine, thanks to whom we are able to work and continue developing marketing in Ukraine!
