On September 4, 2025, the Board of the Ukrainian Marketing Association (UMA) held a meeting that outlined the organization’s strategic development steps. The discussion focused on the Association’s performance in the first half of the year and on key decisions shaping its direction for the coming period.
Key Decisions and Strategic Directions:
- Continue organizing open lectures and workshops for faculty and students (the first sessions are scheduled for October 2025).
- Approve UMA’s policies on human resources, risk management, data protection and cybersecurity, as well as the Code of Business Conduct.
- Reinforce the positioning of Marketing in Ukraine magazine as an analytical platform for expert exchange.
- Advance efforts to regulate marketing practices, combat sexism in advertising, and promote dual education programs.
- Support the project «Information Support for University Departments in Frontline Areas.»
In the first half of 2025, UMA implemented the following initiatives:
Educational Projects:
- Adoption and official registration of the Professional Standard «Specialist in Market Expansion Methods (Marketer).»
- Organization of 10 open webinars and workshops, attended by nearly 2,000 faculty members and students from marketing and advertising departments of Ukrainian educational institutions.
- Hosting of two meetings of the UMA Faculty Club.
- A joint webinar with the Ministry of Education and Science of Ukraine on external and internal mechanisms of quality assurance in higher education in the United Kingdom.
- Launch of the project to support university departments in frontline areas (the first publication was prepared together with the Department of Human Resources and Marketing of Zaporizhzhia National University).
- Further development of the dual.in.ua portal to promote dual education.
Professional Expertise:
- Publication of two issues of Marketing in Ukraine magazine, including one double issue. The main themes addressed were the profession of the marketer and marketing in times of polycrisis. A total of 24 expert contributions were collected from company executives and marketing directors of leading brands.
- Dissemination of expert articles, presentations, and video recordings on the UMA website and across the Association’s social media platforms (Facebook and YouTube).
- Continued work of the Industry Gender and Communication Council (IGCC): 29 expert assessments provided, and implementation of the strategy to combat sexism in advertising.
Support and Engagement with the Research Community:
- Organization of the Research Company Directors’ Club, aimed at developing a methodology for studying the marketing research market.
- Implementation of a comprehensive study of the marketing research market.
- Publication of the Marketing Research Industry Review and compilation of a directory of research agencies with key information and contacts.
- New members joining UMA: YouGov, National Sample, IMData, Sense Research, Dive, and Discovery Research, Nobr.agency.
Collaboration and UMA Community Development:
- Expanded cooperation with international organizations (EMC, ESOMAR, EASA).
- Held meetings with the Top Marketing Club to strengthen support for UMA.
- Opened membership opportunities for new participants from research agencies and the business community. Today, the Association unites over 1,000 members, although the level of engagement varies across the community.
UMA’s activities in the first half of 2025 demonstrated steady progress in advancing professional standards, educational initiatives, expert publications, international cooperation, and community engagement. Ahead lie new projects, broader partnerships, and continued support for the marketing community.
Sincere thanks go to all members of the UMA Board for their active involvement, support, and shared commitment to developing the marketing community!
