https://repository.hneu.edu.ua/handle/123456789/96 Mon, 17 Aug 2026 09:07:24 GMT 2026-08-17T09:07:24Z https://repository.hneu.edu.ua/handle/123456789/41621 Назва: Formation of the marketing strategy of retail enterprises Автори: Proskurnina N. Короткий огляд (реферат): The study examines the theoretical foundations and approaches to the formation of marketing strategies for retail enterprises, taking into account market opportunities, internal capabilities, competitive position, and strategic objectives. The distinction between marketing strategy formation and its implementation is substantiated, and the main stages of strategic decision-making are systematized. Particular attention is paid to strategic analysis, formulation of marketing objectives, evaluation of strategic alternatives, competitive positioning, development of the marketing mix, and resource support. The principal strategic alternatives for retail enterprises, including market penetration, market development, product development, differentiation, and specialization, are considered. A structured and cyclical sequence for marketing strategy formation is proposed. It is emphasized that an effective strategy should combine a stable long-term strategic direction with sufficient adaptability to changes in the external environment. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41621 2026-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/41617 Назва: Методичні рекомендації до оформлення кваліфікаційних робіт для здобувачів вищої освіти першого (бакалаврського) та другого (магістерського) рівнів Автори: Немашкало К. Р.; Мішина С. В. Короткий огляд (реферат): Подано вимоги до оформлення кваліфікаційних робіт. Наведено приклади оформлення таблиць, рисунків, формул, списку літератури та додатків. Уміщено типову форму титульного аркуша, подання голові екзаменаційної комісії щодо захисту кваліфікаційної роботи та рецензії на кваліфікаційну роботу. Окреслено принципи академічної доброчесності, яких мають дотримуватися здобувачі вищої освіти під час написання кваліфікаційних робіт. Рекомендовано для здобувачів вищої освіти першого (бакалаврського) та другого (магістерського) рівнів. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41617 2026-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/41615 Назва: Modern approaches to assessing the effectiveness of strategic marketing management of an enterprise Автори: Proskurnina N. Короткий огляд (реферат): The study examines modern approaches to assessing the effectiveness of strategic marketing management of an enterprise under conditions of digital transformation, market globalization, increasing competition, and environmental instability. The necessity of moving beyond the assessment of individual financial indicators toward an integrated evaluation system combining financial, market, customer-related, process, and digital criteria is substantiated. The role of CRM systems, Business Intelligence, web analytics, artificial intelligence, marketing automation, and predictive analytics in improving the quality and validity of strategic marketing decisions is highlighted. A structural and logical model of strategic marketing management is proposed, integrating information and analytical support, strategic diagnosis, strategic choice, planning, implementation, control, and adaptation. The main groups of Key Performance Indicators for evaluating marketing effectiveness are systematized, including financial, market, customer-related, and digital indicators. The principles of systemicity, customer value orientation, synchronization, adaptability, evidence-based decision-making, resource concentration, integration, innovativeness, continuity, and measurability are substantiated. Particular attention is paid to the importance of adaptability and continuous monitoring for Ukrainian enterprises operating under wartime conditions, changing consumer behaviour, logistics transformations, and increased market uncertainty. Strategic marketing management is considered as an integrated, continuous, and adaptive system aimed at ensuring the long-term competitiveness of an enterprise. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41615 2026-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/41614 Назва: Strategic management of the marketing activities of a business entity Автори: Proskurnina N. V. Короткий огляд (реферат): The study examines the theoretical and methodological foundations of strategic management of the marketing activities of a business entity under conditions of uncertainty and digital transformation. Marketing is considered an integral component of the overall strategic management system that contributes to identifying market opportunities, forming target segments, creating customer value, and ensuring long-term competitive advantages. Strategic management of marketing activities is defined as a systemic, cyclical, and adaptive process integrating strategic, tactical, and operational levels of decision-making. The main stages of the strategic management cycle are identified, including environmental analysis, formulation of strategic objectives, strategic choice, development and implementation of marketing strategies, control, evaluation, and adjustment. Particular attention is paid to strategic analysis, market segmentation, competitive positioning, digitalization, data-driven marketing, CRM systems, Business Intelligence, artificial intelligence, and marketing automation. The necessity of increasing the adaptability of marketing strategies under conditions of high uncertainty is substantiated. For Ukrainian enterprises operating under wartime and post-war conditions, the application of scenario-based strategic management is proposed. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41614 2026-01-01T00:00:00Z