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Information × Registration Number 0225U003862, (0124U004702) , R & D reports Title Formation of marketing communications at an online university in wartime conditions popup.stage_title Формування маркетингових комунікацій в онлайн університеті в умовах воєнного часу Head Hrynevych Liudmyla V., Доктор економічних наук Registration Date 03-09-2025 Organization Simon Kuznets Kharkiv National University of Economics popup.description1 Development of methodological provisions and practical recommendations for the formation of marketing communications in an online university in wartime popup.description2  The purpose of the study is to develop a modern model of marketing communications formation for an online university, taking into account the conditions of wartime, did the domining of the educational environment and changing the behavior of the target audience. The object of study is marketing communications of a higher education institution in a digital environment. The subject of the research is tools, channels and strategic approaches to the formation of marketing communications in online university in war and didjitization. Modern approaches to building marketing communications in the field of education are analyzed. The main trends of didjitization in the face of today are summarized. The peculiarities of the didjitization of the educational process in Ukraine are investigated. The role of loyalty programs in online communications with education applicants has been evaluated. The state of general secondary and primary education has been reviewed as a factor of impact on online education. The peculiarities of the use of information technologies in the process of providing educational services and the need to form digital competences as a key condition for competitiveness of educational institutions in the market are summarized. Practical measures to optimize marketing communications are proposed in order to expand the client base. Practical solutions on analytical technologies and tools of marketing communications in online education in war conditions are proposed. Product Description popup.authors Hrynevych Liudmyla V. Lysytsia Nadiia M. Mirzoiev Dzhavid Sh. Nebylytsia Olena A. Us Maryna I. Kholodnyi Hennadii O. popup.nrat_date 2025-09-03 Close