As part of the educational process of the Master's program “International Trade and Marketing” at the Department of International Trade and Marketing of Kyiv National Economic University named after Vadym Hetman, a guest lecture on planning and implementing promotional campaigns in international retail was held on December 8, 2025.

The speaker at the event was Olga Dovzhenko, Senior Category Manager of international retail chains, who shared her practical experience in developing and implementing promotional strategies in beauty retail.

During the lecture, the role of promotion as a key element of marketing communications that generates traffic, influences sales, and builds long-term relationships with customers was revealed. Particular attention was paid to the team nature of promotional processes, strategic planning, promotional calendars, and omnichannel communication tools.

Practical case studies demonstrated that a systematic and strategically structured approach to promotional campaigns contributes to sales growth, the formation of a coherent branding narrative, and the creation of sustainable competitive advantages in the market.