On November 28, the Department of Management, Marketing, and Quality Assurance in Pharmacy at the National University of Pharmacy hosted a lecture-discussion on the elective educational component “Digital Marketing Tools” for third-year students of the “Pharmacy” program. The topic of the lecture was “Social Media and Influencer Marketing”. Participants also included students from the “Management” (full-time and part-time) and “Marketing” programs.
The lecturer and discussion moderator was Associate Professor, Ph.D. in Pharmaceutical Sciences, Svitlana ZHADKO.
The invited speakers were Dmytro KADUSHKIN, Head of the E-commerce Department, and Bohdan MAKSYMENKO, SMM Manager. The ANC pharmacy network, which operates 1,100 pharmacies across 140 cities in Ukraine and employs over 7,000 staff members, is actively implementing digital and technological transformation of business processes. Studying its experience is crucial for developing competencies targeted by the department’s educational components, particularly the elective course on “Digital Marketing Tools.”
The lecture began in a traditional format. After presenting theoretical material, Svitlana Zhadko engaged students, guests, and faculty members in a discussion about the practical aspects of digital marketing in the ANC pharmacy network.
Students Varvara BONDARUK, Olena TORLOVA, and Kateryna STEHNIIENKO presented the results of their research project on the role of social media, influencer marketing, and ANC’s collaborations with renowned brands in the company’s overall marketing strategy. They highlighted the growth of the company’s social media audience and described the characteristics of each platform’s audience and content. Their presentation was highly praised by the invited speakers.
Dmytro KADUSHKIN spoke about the role of digital marketing in the company’s overall strategy, detailing customer acquisition and retention channels as well as showcasing tools for digital marketing and analytics. He demonstrated omnichannel marketing, including the website and various types of direct mail. Students learned that a digital marketer must combine analytical and creative skills, and that the best marketing approach involves improving the product itself.
Bohdan MAKSYMENKO introduced the audience to ANC’s social media strategies, sharing insights on organic audience growth, tips for creating content for different platforms, tools for collaborating with bloggers, and real-life examples of influencer marketing. Notable highlights included cases involving memes, situational content, and trending topics utilized by SMM specialists.
To conclude, ANC’s HR manager, Iryna NIKITENKO, outlined opportunities for second- to fifth-year students to gain their first professional experience and start a career at ANC while still studying at the university.
This event was not only a source of new knowledge but also a powerful motivation for all participants. The lecture-discussion demonstrated how theoretical knowledge can be applied in real-world business contexts. Every student left inspired to pursue further studies and professional development, as today’s world offers countless opportunities for those who strive to learn, improve, and boldly shape the future.
