Development of professional skills of applicants for the first (bachelor’s) level of higher education in the field of “Information Technologies in Business” on the course “Marketing of IT Products” from the IT company Genesis and the NGO “Educational Foundation of Product IT”

22.11.2024 | 16:50

As part of the educational component “Product Management” (teacher – Doctor of Economics, Professor Iryna SHEVCHUK), applicants for the first (bachelor’s) level of higher education (group UFE-41s) successfully completed the online course “Marketing of IT Products”, developed on the initiative of the IT company Genesis, together with the NGO “Product IT Foundation for Education” and the online education studio EdEra, with the support of the Ministry of Digital Transformation and the Ministry of Education and Science of Ukraine.

In 2023, Professor Iryna SHEVCHUK completed a training program for employees of higher education institutions (60 hours / 2 ECTS credits) from the Ukrainian co-founding IT company Genesis and was accredited to integrate the course “Marketing of IT products” in her higher education institution (Certificate No. 147/082-2023). The course is aimed at obtaining basic knowledge in the field of digital marketing of IT products.

In 2024-2025, the course was integrated into the academic discipline “Product Management”, which is taught to students of the 4th year of the OPP “Information Technologies in Business” specialty 051 “Economics”. Students will be re-credited for such a component of the academic discipline as independent work for the results of the course.

While studying in the online course, students received basic knowledge in product IT, entrepreneurship and product management, in particular, they acquired the following professional competencies:

Use behavioral techniques to persuade users to take the necessary targeted action.
Identify the mandatory elements of a marketing strategy, types of marketing frameworks.
Distinguish which marketing specialists work on promoting IT products.
Conduct a superficial market analysis.
Understand what the strategy for entering IT products into new markets (GTM strategies) consists of.
Use platform policies when working with advertising creatives.
Work with SEO to promote sites in search results.
Create metadata for the App Store and Google Play application stores.
Look for platforms for cooperation with partners within Affiliate Marketing.
Create effective advertisements with text and visual components.
Work on building a brand in social networks.
Use PR tools to build the image and reputation of the brand.
Find influencers according to the brand’s request and business goals.
Build an email strategy for the product.
Create a content strategy and content plan for an IT product.
Distinguish which metrics can be measured and analyzed in IT product marketing.
Build marketing funnels for user journey decomposition (AIDA, AARRR).
Create your own product and marketing team.
Create a CV and cover letter that is correct in structure and content. Understand what hiring processes exist in IT companies.
Create your own personal development plan (PDP).

Thus, informal learning allows higher education students to acquire new competencies and enrich the educational process with the interesting experience of extraordinary speakers.

We thank the IT company Genesis and the NGO “Educational Foundation of Product IT” for the opportunity to exchange experience between teachers and IT business, as well as for the growth of the personal potential of students of the OPP “Information Technologies in Business”!