The Second Module of the “Action in Hope” Mini MBA Concludes in Samar: Exploring Marketing, Fundraising, and HR Strategies

Marketing with Yulia Marunyak

The presentation “Marketing Strategy,” delivered by Yulia Marunyak, focused on building an effective marketing framework and exploring modern approaches to product and brand promotion. Throughout her sessions, she centered on the core elements of strategic marketing: defining target audiences, analyzing market dynamics and competitive landscapes, and crafting a clear value proposition. The speaker underscored that an effective strategy must be rooted in a deep understanding of customer needs and precisely aligned with overall corporate objectives.

Furthermore, Yulia Marunyak highlighted practical tools for strategy execution, specifically the deployment of digital communication channels, brand development, and the continuous testing of marketing hypotheses. She noted that successful marketing requires a systemic approach—spanning from initial planning to rigorous performance analysis and ongoing refinement—allowing businesses to remain competitive and engage meaningfully with their audiences.

Grant Management with Mariana Kashchak

The second day of training was led by Mariana Kashchak, Executive Director of the Ukrainian Educational Platform and lecturer at the Ukrainian Catholic University. She immersed participants in the essentials of grant management, guiding them on how to effectively pitch their concepts and properly utilize grant support.

Her presentations focused on core approaches to resource mobilization for businesses and social initiatives. She explained that fundraising is far more than a mere search for capital; it is a comprehensive process of relationship-building with donors, partners, and investors based on transparent communication, trust, and strategic planning. The lecturer outlined the fundamental functions of fundraising, including donor mapping, partnership cultivation, advancing organizational missions, and efficient resource allocation.

Special attention was paid to the drivers behind donor investments in specific projects, such as economic development, job creation, social or environmental impact, innovation, and crisis response. Mariana emphasized that donors do not simply provide funds—they invest in scalable solutions that generate long-term value. Transparency, effective communication, community engagement, and clearly defined targets were highlighted as the bedrock of successful fundraising.

Human Resources with Liliya Chernyak

On the final day of the module, HR expert Liliya Chernyak delivered a presentation on the vital role of human asset management in modern business and the current transformation of workforce management practices. The lecturer emphasized that the team is a company’s ultimate factor of success, as sustainable product development and profitability are impossible without effective people management. The presentation focused heavily on the paradigm shift from traditional “human resources” to a strategic vision of “human assets,” which demands systemic integration into the overarching business strategy.

The sessions also addressed the acute challenges of the contemporary Ukrainian labor market, including labor shortages driven by wartime migration and demographic shifts. Participants explored key components of strategic HR planning—such as building a shared corporate vision, establishing core business values, and defining employee competencies that directly impact operational efficiency. The module concluded with the insight that through structured HR processes and professional team development, companies can effectively align human capital with corporate goals to secure long-term competitiveness.

The third educational module for the Samar community will take place shortly, scheduled for April 3–5.