Ukrainian Marketing Association History (1997–present)

Ukrainian Marketing Association (NGO “UMA”) started its history in February 20, 1997, when the founders decided to establish and register national association of marketers. In 1999, Ukrainian Marketing Association received the status of All-Ukrainian civic society organization. In 2016, it was re-registered in accordance with the new requirements of the Law of Ukraine “On Public Associations”.

Ukrainian Marketing Association founders were prominent scholars representing leading educational institutions. By 1997, there were conditions for establishing association. Universities of such cities as Kyiv, Odesa and Kharkiv already had marketing faculties, first marketing agencies were working at the market, and marketing departments were emerging within companies. However, at this stage, marketing was still perceived by entrepreneurs as a new, trendy, but unfamiliar concept. It was necessary not only to create new departments, but also to widespread within society understanding of new business methods in the evolving market economy, and to explain importance of marketing professionals. Thus, professional association with main goal to promote marketing was established. First issue of UMA journal, ‘Marketing in Ukraine’, was published as an analytical edition. First marketing research companies also started emerging during this period. Since 2000, leading marketing research agencies have joined UMA, which led to the formation of UMA Directors Club of Research Agencies. These developments defined the Association’s key objectives and areas of activity. Events organized by Ukrainian Marketing Association during this period focused on promoting marketing and familiarizing professionals with its modern tools. UMA conferences and seminars became a meeting place for scholars and business practitioners. Annual International Scientific-Practical Conference “Marketing in Ukraine” became platform for promoting marketing as science and for communication between academicians, business marketers, and researchers. The conference aimed to discuss trends in the development of marketing in Ukraine, future directions in marketing education, introduce new research technologies, and facilitate the exchange of experience between Ukrainian and foreign marketers. In addition, UMA organized four professional forums “Industrial Marketing”, as well as a lot of trainings in the field of marketing, PR and advertising.

Veteran Reintegration and IDP Support.

Ukrainian veterans’ transition and integration strategy into education and workforce (GIZ). In 2024, UMA developed a Conceptual Note on a Strategy for veterans’ reintegration through education and employment, which has been adopted by the Ministry of Education of Ukraine (MoES). This Conceptual Note forms the foundation for a national strategy to support veterans transitioning to civilian life. In 2023, UMA published an analytical report, Researching the Socio-Economic Situation and Needs of IDPs in Vinnytsia and the Vinnytsia Region, within the EU-funded “Sustainability” program, executed by ERIM and various partner organizations. UMA has also led initiatives to build networks supporting IDPs and authored 100+ Stories of Women and Girls from Russia’s War Against Ukraine in 2022, a project showcased internationally, including at the ANA Forum in the USA.

Ukrainian Marketing Association (UMA) self-regulation initiatives

 In 2001, UMA Marketing Research Quality Standards were developed, adopted, and officially registered. The standards are registered as SOU 91.12.0-21708654-001-2002. Based on existing international standards and supported by EFAMRO, this document serves as a regulatory framework for the industry, helping to raise professional standards and promote fair competition.

In 2003, an official Ukrainian translation of ESOMAR Code&Guidelines was completed. The book, published by UMA, was presented at “Marketing in Ukraine” conference in November 2003, which took place in Kyiv National Economic University named after Vadym Hetman, with financial support from the Kingdom of the Netherlands Embassy in Ukraine. A total of 1,000 copies of the official translation were printed and distributed among UMA members, university faculties, and leading libraries in Ukraine. Today, Marketing Research Quality Standards, along with ESOMAR Guidelines and Directives, are recognized as standard for doing business in the research industry.

Since 2005, UMA has been an official ESOMAR member. Moreover, Iryna Lylyk, at that time UMA general director, was elected as ESOMAR National Representative in Ukraine and represented this organization during 11 years.

Marketing Research Market Survey

Since 2003, UMA has been conducting an annual Market Research Market Survey to provide market operators with information about industry trends and current market situation. This survey is based on data provided by research companies along with expert opinions. Leading research companies in Ukraine, such as ADVANTER GROUP, CBR, InMind, Ipsos Ukraine, Kantar Ukraine, KIIS, NielsenIQ, New Image Marketing Group, Proxima Research+ Medical Data Management, and others, participate in this study. Data from individual companies is kept confidential, while aggregated results are made public, presented at conferences, and published in journal “Marketing in Ukraine” and on the UMA website.

Ukrainian advertising market development highlighted the need to implement self-regulation standards for the industry, particularly regarding combatting sexism in advertisement and protecting the rights of children and teenagers from the impact of unhealthy food advertising.

Professional advertisers’ communities and gender associations representatives united their efforts and initiated development of Standard of Advertising Free from Gender Discrimination. On September 30, 2011, at the National Forum of Professional Associations in Marketing and Advertising Standard was adopted and signed by 14 organizations. In 2012 Standard was officially registered by the State Enterprise “Ukrainian Scientific-Research and Training Center for Standardization, Certification, and Quality” as SOU 21708654-002-2011.

In 2014 Industrial Gender Committee on Advertising was established to ensure implementation of Standard of Advertising Free from Gender Discrimination, handle consumer complaints and make expert conclusions whether advertisements violate this Standard and applicable laws, and provide expert opinions in response to requests from lawyers or state bodies, including the State Service of Ukraine on Food Safety and Consumer Protection (SSUFSCP). It also provides consultations to companies regarding the compliance of their advertising with legal requirements or the Standard. The document is periodically reviewed at conferences and forums, with updates and changes made in 2014 and 2018 to ensure that Industrial Gender Committee of Advertising operates using a modern and relevant mechanism.

UMA and Industrial Gender Committee on Advertising have initiated amendments to the Law of Ukraine “On Advertising” to include definitions of “discriminatory advertising” and “discriminatory advertising based on gender.” On September 10, 2021, the Verkhovna Rada of Ukraine passed the Law of Ukraine “On Amending Law of Ukraine “On Advertising” at to Prevention of Gender-Based Discrimination” (Document No. 1750-IX). This law came into force on January 8, 2022. UMA’s project aimed to combat sexism was recognized by the Council of Europe as one of the most successful projects in combating gender discrimination. The initiative is being implemented in partnership with the Friedrich Ebert Foundation in Ukraine.

In 2024, Ukrainian Marketing Association (UMA) began developing guidelines for advertising unhealthy food to children and teenagers. The goal of this initiative is to protect children’s and teenager’s rights from unhealthy food advertising. This goal is being implemented through self-regulation using European experience. Project “Harmonization of Ukrainian Policy of Food Product Marketing Implementation with European Practice of Protecting Children and Teenagers’ Rights from Influence of Unhealthy Food Advertising is being implemented with the support of the European Union and the International Renaissance Foundation as part of the joint initiative “European Renaissance of Ukraine.”

 Projects aimed at introducing implementation of marketing technologies in Ukrainian companies

UMA regularly organizes conferences, forums, open and corporate trainings in the field of marketing, advertising, and PR. The topics of these events are determined by current situation.

Professional standard “Marketing Research Manager” were developed by the Department of Industrial Marketing at the National Technical University of Ukraine “Kyiv Polytechnic Institute” (KPI) under the leadership of Professor S.O. Sontsev. In 2007, at the “Marketing in Ukraine” conference, the document was approved by directors of leading research companies in Ukraine. In the spring of 2008, Professor M.A. Oklander organized first certification exams in Ukraine based on these qualification requirements for marketing students at Odessa State Economic University. Today, independent UMA certification centres have been established in Kyiv and Odesa, where more than 200 specialists have been certified. Partners of the project include the International Marketing Institute (Odesa), Marketing Department of the National University “Odesa Polytechnic” (Odesa), and the Department of Industrial Marketing at KPI (Kyiv).

In 2008, with UMA support, first edition of adapted for Ukraine classic American textbook by Philip Kotler and Kevin Lane Keller “Marketing Management” was published. A Ukrainian team of authors, led by academician A. Pavlenko, illustrated the theoretical material with well-chosen examples and case studies. “Marketing Management” textbook is the only adapted edition of Kotler’s book in Eastern Europe.

In 2012, with support from the U.S. Embassy’s Press, Education, and Culture Department in Ukraine, UMA published the Ukrainian translation of  the book “Strategic Marketing for Nonprofit Organizations”  by Alan R. Andreasen and Philip Kotler (based on the 7th American edition, 2008).

In 2021, UMA developed and adopted the Professional standard “Market Research Analyst,” which was approved by the Ministry of Economy of Ukraine on October 18, 2021, according to order No. 751-21. M.A. Oklander, Vice President of UMA, Doctor of Economics, Professor, and Head of the Marketing Department at the State University “Odesa Polytechnic, was head of the development team.

In 2022, UMA developed and adopted the Professional standard “Advertiser,” which was approved on January 11, 2022, according to order No. 81-22 by the Ministry of Economy of Ukraine. A.M. Tanasiychuk, head of the UMA Vinnytsia Regional Branch Organization, Chair of Vinnytsia Industrial Gender Committee on Advertising, Doctor of Economics, Professor of the Marketing and Advertising Department at Vinnytsia Trade and Economic Institute, head of the Business School at VTIEU, and Chair of the NGO “Network of Public Organizations Supporting internally displaced persons in Ukraine” was head of the development team.

Since October 2010 to 2014, UMA organized the Moderators School jointly with UMG International and Kyiv National Economic University named after Vadym Hetman, and the Faculty of Sociology of Taras Shevchenko National University. The purpose of the Moderators School was to provide students from these universities and young researchers with knowledge and practical skills in organizing and conducting qualitative research.

In 2011-2012, UMA, in cooperation with the Association of Ukrainian Automobile Manufacturers “Ukrautoprom,” developed a study and qualificational program and began administering qualification exams for the basic level “Marketing and Sales Manager of Cars” and the managerial level “Marketing and Sales Director of Cars.” On June 2, 2012, the first group of candidates passed qualification exams. Mykhailo Sokol, at that tilme  Director of Strategic Marketing and Business Development at the “Bogdan” corporation was author and leader of this program.

In 2003-2004, UMA implemented the project “Partnership of Women and Men in Business” with the support of the Canada-Ukraine Gender Foundation. The primary goal of the project was to promote gender equality in business through training in effective cooperation. The training was organized in a modular format, covering business planning, marketing, labour relations, and business psychotechnologies. In 2004, this project was also carried out by the Rivne regional organization of Ukrainian Marketing Association (President Oleksandr Deinega, Director Oleksandr Hladunov). Over 300 participants from all regions of Ukraine successfully completed the program.

In 2011, the project “School-Studio of Professional Trainers and Consultants on Gender Equality and Social Justice in the Socio-Economic Sphere (Certification Level)” was implemented by the All-Ukrainian civic society organization “Ukrainian Marketing Association” (UMA), the Center for Gender and Legal Education, in partnership with the Gender Policy Department of the Ministry of Social Policy of Ukraine, with support from the Canada Fund for Local Initiatives. The project was implemented from August to December 2011.

To achieve the statutory goal of “Supporting small and medium-sized businesses by introducing marketing principles into economic activities,” in 2000, UMA conducted a series of training seminars in Mykolaiv titled “Practical Training on Business Planning and Investment Management for Women Entrepreneurs.” The project was financially supported by the International Renaissance Foundation.

Cooperation with Mass Media

Cooperation with Mass Media is considered one of UMA priority projects. By publishing research results, media form public opinion. A key aspect of these partnership projects with the media is the implementation of international codes and guidelines, such as ESOMAR/WAPOR Guidelines for Public Opinion Polls, the International Procedural Code for Publishing Public Opinion Poll Results, the Directive on Interpretation of the International Procedural Code for Publishing Public Opinion Poll Results, and the Practical Guidelines for Conducting Pre-Election Public Opinion Polls – and communicating these key provisions to journalists.

In 2020, UMA, in partnership with Ukrainian Association of Media Business (UAMB), developed the course “Practical Sociology for Media Professionals.” This special course in practical sociology for media professionals is freely available on the Prometheus platform. The project was implemented with support from the Media Development Fund of the U.S. Embassy in Ukraine.

In 2003, UMA conducted special marketing trainings for Mass Media representatives. The project “Marketing for Mass Media (training course)” was funded by IREX ProMedia (USA).

Journal “Marketing in Ukraine”

Journal “Marketing in Ukraine” has been published by UMA since 1998 as an analytical scientific publication focused on marketing. It is designed for the publication of practical and scientific works written by business professionals and researchers in the fields of marketing and management. For a long time, Kyiv National Economic University named after Vadym Hetman was its partner and publisher.

Before russia’s full-scale invasion of Ukraine, the journal was distributed across Ukraine through subscriptions (subscription index 22942). After February 24, 2022, UMA makes only electronic version of the journal.

The journal contains articles from practitioners and scholars. Its editorial board brings together leading marketing academicians. The journal publishes articles on practical and scientific issues: marketing, management, advertising, PR, marketing research, international economics, sectoral economics, knowledge economy, and econometric modeling of business processes.

The journal also publishes discussions on modern marketing development trends, where practitioners share their experiences in effectively applying marketing technologies. It also includes interviews with marketing gurus such as Philip Kotler, Jack Trout, Michael Porter, Anatoliy Pavlenko, Alla Starostina, Iryna Lylyk, Serhiy Sontsev, and others.

The journal covers global and Ukrainian marketing events, publishing documents from professional associations such as ESOMAR, EFAMRO, EMC, FEDMA, and CMOR.

The journal follows an immediate open-access policy, supporting the principles of free dissemination of practical and scientific information and global knowledge exchange for the goal of societal progress.

Journal “Marketing in Ukraine” had status of a specialized publication in economic disciplines until 2015. The journal is listed in the database of the National Library of Ukraine named after V.I. Vernadsky. It is indexed by Google Scholar and Copernicus (until 2022).

UMA Research Activities

Since its establishment, UMA has conducted over 40 research studies. These research aimed to study public opinion on key events in Ukraine, form analytical reports for decision-making related to market changes, including education sphere, studying general populations, and provide this information to the market. Research is conducted both: independently and with the support of donor organizations or in partnership with international organizations.

Long-Standing Partnerships and Research Expertise.

UMA has a history of partnerships with organizations such as the United Nations Development Programme (UNDP), USAID, the European Union, and various NGOs. Notable projects include: organizational skills assessment for business associations under the UNDP’s “Strengthening Small and Medium Enterprises Business Membership Organizations” project (2016); active involvement in anti-discrimination initiatives, culminating in legislative change (2011-2022); capacity-building research for civil society organizations in Ukraine with support from the U.S. Embassy and the EU (2008-2007); sector diagnostics of the Ukrainian economy, focusing on regulatory and institutional analysis within the meat processing, produce, and textile sectors, supported by USAID/BIZPRO (2006).

Marketing Education

Regular cooperation with business leaders confirms that one of the most serious problems for enterprise development is the lack of professionally trained personnel. Marketing education has always been a focus of Ukrainian Marketing Association’s work. As a professional association, the UMA pays special attention to supporting the professional community in Ukraine by implementing projects aimed at aligning educational content with labor market requirements.

Since 2000, the Marketing Teachers’ Club has been operating under the UMA. Every year, a methodological seminar is held for educators to discuss course content and share teaching methods. The first seminar, titled “The Portfolio of Methodological Support for Marketing Teachers,” took place on October 25, 2002, in cooperation with the Marketing Section of the Scientific and Methodological Commission on Economic Education of the Ministry of Education and Science of Ukraine. Annual meetings of educators to discuss the development of marketing education in Ukraine have become a tradition. In 2004, a group of young marketing teachers underwent training at the Netherlands Marketing Association (NIMA) to acquire the necessary knowledge for conducting certification programs.

In 2005, UMA became member of the European Marketing Confederation, which aims to harmonize professional marketing standards developed by national associations. The same year, the student marketing club “M-team” was founded at the Kyiv University of Technology and Design. In 2005, with the support of the IRF (East-East Program), UMA, in cooperation with the Department of Marketing at the National Mining University (Dnipro), held an international conference titled “Marketing of Education: Shaping Interaction Principles in the Education and Labor Markets with Regional Considerations.” Leading educators from Ukraine, Poland, and the United States, along with business representatives, discussed future education directions and ways to bridge the gap between academic knowledge and business practice. In continuation of this topic, a conference titled “Professional Education in Marketing” was held in 2005.

In 2011, UMA, under an agreement with Pearson Education, Inc. (the publisher authorized by the authors), and with the support of the Press, Education, and Culture Section of the U.S. Embassy in Ukraine, published the Ukrainian translation of the second American edition of the famous in the world book “Strategic Marketing for Educational Institutions” by Philip Kotler and Karen Fox. Over the past few decades, this book has served as the “Bible” for education leaders at all levels in the U.S. and other leading countries in the educational space.

The UMA’s experience in business and educational cooperation, as well as its vision for education reform, has been presented at numerous scientific and practical conferences, including the annual “Marketing in Ukraine” conferences from 2005 to 2024, the XIV Fulbright Society Conference in Ukraine on October 1, 2011, and the “Olvia Forum 2012” in Sevastopol from June 6-9, 2012. Additionally, it has been discussed at roundtable meetings involving leading marketers, educators from various accredited institutions, and professional organization leaders from different sectors. UMA, together with the Fulbright Society in Ukraine, organized a series of roundtable discussions “Education in the Interests of Consumers: Is It Possible in Ukraine?” in Kyiv (January 26, 2012), Mykolaiv (February 2, 2012, at the Petro Mohyla Black Sea State University), and Kharkiv (April 19, 2012, at the National Aerospace University named after N. Zhukovsky “KhAI”).

In 2005, to support talented youth, UMA organized the All-Ukrainian Student Marketing Competition “Youth Study Marketing.” In 2006, the competition was named after Ihor Tkachenko, its founder and a talented marketer. Mr. Tkachenko established one of the first modern Ukrainian advertising companies, introduced people-metric panel to Ukrainian market, and was one of the developers of the Marketing Research Quality Standards. The competition, supported by TNS Ukraine, has a category for marketing research. The first winners were students from Khmelnytskyi National University: Iryna Zacharchuk and Nataliia Pazeveich.

Since 2013, UMA has been an active participant in the project “Implementation of Elements of the Dual Education System in Higher Educational Institutions of Ukraine to Increase Graduates’ Competitiveness in the Labor Market.” Project partners include the Friedrich Ebert Foundation in Ukraine, the Ministry of Education and Science of Ukraine (MON), and the Scientific and Methodological Center for Higher and Professional Pre-Higher Education. Within the framework of this project 4 studies were conducted to develop Ukrainian models for organizing education under the dual education system (DES) based on 44 professional pre-higher and higher education institutions. The goal of these studies was to analyze the current state of dual education implementation in Ukraine and to develop recommendations for improving the process and addressing identified challenges. The findings were published in analytical reports. Key outcomes of the project include the approval of the Concept for Training Specialists in the Dual Education System (2018), amendments to the Laws of Ukraine “On Education, “On Higher Education”, and “ On Professional Pre-Higher Education”, participation in developing the Regulation on the Dual Education System, and a Model Agreement.

In 2022-2023, UMA implemented the “Dual Education for Ukraine” project. It was possible thanks to the support of the American people through the U.S. Agency for International Development (USAID) under the USAID Economic Support for Ukraine Project. The project’s goal is to strengthen the capacity of Ukrainian educational institutions for providing high-quality dual education services and for better development the labor potential for the Ukrainian labor market. A total of 597 representatives from 117 educational institutions participated in the project’s events. Ten institutions added to their web-sites pages about dual form of education, and 31 institutions became regular project participants. Two institutions established Dual Education Coordination Centers after receiving the project’s full package of methodological documents.

The Federation of Employers of Ukraine (FEU) became a permanent project partner, conducting a broad information campaign about the project’s activities, expanding the base of enterprises involved in dual education. Memorandums of cooperation were also signed with the Scientific and Methodological Center for Professional Higher and Pre-Higher Education under the Ministry of Education and Science of Ukraine (MON), Sumy National Agrarian University, Eastern Ukrainian National University named after Volodymyr Dahl, and Mariupol State University, ensuring long-term cooperation for implementing dual education. As part of the project, the following materials were developed and published:

– Dual Education Implementation Toolkit for Companies

– Dual Education Implementation Toolkit for Students

– Dual Education Implementation Toolkit for Educational Institutions

– Methodological Recommendations for Dual Education Implementation

– Research of the Potential of Dual Education for Displaced Higher Education Institutions Due to Russia’s Military Aggression: Analytical Report

– Video tutorials: “Dual Education for Students: How to Start?”, “Dual Education: Answers to Key Questions,” and “Dual Education: How to Build Partnerships Between Educational Institutions and Companies?“

A regulatory document on the Regulation of the Dual Education System for Professional Pre-Higher and Higher Education was adopted in 2023. All developed documents form the methodological foundation for implementing dual education for educational institutions, with clear and understandable step-by-step guidelines for companies and students on implementing and developing dual education within the national experiment and following the adoption of the Regulation on Dual Education.

Building a Network of Regional UMA Offices

UMA is All-Ukrainian civic society organization with branches in all regions of Ukraine. Regional organizations (now legally referred to as separate units according to the Law of Ukraine “On Public Associations”) actively cooperate with local communities, conducting educational, research, and consulting activities. UMA Rivne Regional Organization has legal entity status. On the base of the Vinnytsia branch was established and actively operates  “Network of Public Organizations Supporting Internally Displaced Persons in Ukraine,” which is affiliated with UMA.

Academician Anatolii Pavlenko (1940-2016), Professor Alla Starostina, Professor Anatolii Voichak (1950-2009), Professor Tetiana Tsyhankova, Ph.D. Iryna Lylyk, Ph.D. Volodymyr Zabolotnyi, Professor Volodymyr Onyshchenko, and Ph.D. Liudmyla Moroz are among UMA founders.