Strategic directions of public administration of digital transformation of marketing in higher education institutions under conditions of hyper-complex challenges
Journal: ВІСНИК СХІДНОУКРАЇНСЬКОГО НАЦІОНАЛЬНОГО УНІВЕРСИТЕТУ імені Володимира Даля
Year: 2026

The article is devoted to the study of strategic directions of public management of digital transformation of marketing of higher education institutions (HEIs) in the context of extremely complex challenges. In the context of intensifying globalization competition and martial law in Ukraine, the marketing function is becoming critical as a tool for ensuring institutional stability, financial viability, and effective positioning of HEIs. It is argued that digital transformation is an imperative o