On November 6–7, 2025, the teachers of the Department of Marketing and Logistics of the National Institute of Economics of the Ukrainian State Technical University joined the V International Scientific and Practical Conference “Modern Trends in Behavioral Marketing”, organized by the National University “Lviv Polytechnic”. This event became a professional platform for discussing current challenges and new approaches to studying consumer behavior.

The conference was held in a mixed format: some participants worked offline in the Zakharievich Hall, some joined online. This format ensured a wide representation of scientists, practitioners and postgraduate students from Ukrainian and foreign universities. In total, more than 600 papers were submitted.

The conference topics covered the most modern directions of development of behavioral marketing, in particular:

• creative economy and the role of the brand;
• practical use of neuromarketing and biometric data;
• the impact of digital behavioral models and artificial intelligence on segmentation and hyperpersonalization.

The participation of our lecturers in panel discussions provided an opportunity to exchange experiences with colleagues, receive valuable feedback on research methodology and outline potential areas of cooperation.

Following the conference, participants received certificates, and the abstracts of their reports were included in the conference proceedings.