The COVID-19 pandemic has highlighted the need to understand the key components of a relevant, successful online pedagogy. Using these insights, instructors in the virtual classroom can facilitate and accentuate the knowledge gained by responding to student emotional needs and perceptions. This research evaluates students' attitudes regarding multiple facets of online instruction. In addition to revealing student opinions regarding online course characteristics, using the framework of Schmitt’s Sensory Impact Model, this report shares suggestions for improvement obtained by surveying 160 marketing and management students at a leading Central Asian university. It is the opinion of 58 percent of the students that active participation in discussions improve their academic performance. Our study further shows that astute revision of the online environment can impact student attitudes regarding online learning. Our investigation reveals that improving student motivation is a crucial step to optimizing the value added of the online knowledge transmission process.  Insights to student perception regarding the importance of pedagogic factors will improve the online course as well as student perceptions of the online experience.

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In modern marketing theory, marketing communications have adopted a more extended interpretation called customisation. This is the subject of further consid-eration of integrated marketing communications as a systematic approach to do-ing business, which allows making the most of all available business tools today. The purpose of the research was to solve the problems of integrated marketing communications related to the organisation of planning and management, ensur-ing the priority of consumer opinion, creation of individualised goods and services. Customisation is based on completing consumer goods with individual elements, component modules or additional exclusive accessories ordered by customers, whose demands are growing and changing. Customisation is understood not only as ensuring that a product or service meets the needs of a specific consumer, but also as designing them together with a future buyer. The article presents a custom-ised model of integrated marketing communications, which can be used by entre-preneurial structures of the restaurant business in the process of forming a com-plex of marketing communications to ensure the savings of their financial and or-ganisational resources, which lead the economic well-being of the enterprise. Based on the analysis, a formula for a customised model of integrated marketing com-munications was derived, which is based on the dynamics of the stages of the formation of IMC. It was concluded that the authors' model of integrated market-ing communications can be used to ensure the financial savings and economic well-being of enterprise.

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