Bioekonomika ta agrarnii biznes最新文献

{"title":"PRACTICAL SOLUTIONS REGULATING THE DEVELOPMENT OF THE FISHERIES INDUSTRY ON THE BASIS OF RESOURCE CONSERVATION IN THE ASPECT OF CHALLENGES TO THE NATIONAL AND ECONOMIC SECURITY OF UKRAINE","authors":"Igor Matiiv, R. Konovalov","doi":"10.31548/economics14(1).2023.005","DOIUrl":"https://doi.org/10.31548/economics14(1).2023.005","url":null,"abstract":"The purpose of the article is to develop applied solutions for regulating the development of fisheries and aquaculture on the basis of resource conservation through substantiation, conducting practical calculations and assessing the amount of material compensation to farms. This issue is especially relevant in the conditions of military operations. In order to achieve the objectives of the research and the set goal in the process of developing practical proposals for the implementation of state regulatory measures in matters of comparing regions by the degree of damage to each other and assessing the amount of compensation for damage to the fishing industry of Ukraine, we used general scientific research methods: empirical - such as description and experiment for that to more thoroughly understand the dependence of the degree of damage to the fishing industry in general and the aquaculture sector in particular, in different regions; theoretical - analysis, generalization, as well as explanations when establishing the total capacities of farms by oblasts, regions and in general according to the data of statistical reporting 1-A riba; calculation-mathematical, statistical in the process of using indicators for assessing the amount of needs for compensation and restoration, determining basic indicators, including the amount of resources located in the territories affected by active hostilities. A conditional division of regions into three blocks is proposed: frontline, i.e., regions where active hostilities are taking place; front-line areas, areas bordering the front lines and those where there is a constant danger of rocket fire and renewed hostilities; rear, i.e. areas that are in the rear. The main results of the research, when forming the basis of the research, first of all, it was established that most of the front-line areas are in close proximity to the front-line areas and are actively shelled, as a result of which the destruction and damage of production assets, equipment, machinery and other means of production are recorded. Therefore, it will be appropriate for them to allocate 80% of the total amount for the support of the entire region, or UAH 632 million. The other 20%, amounting to UAH 158 million, will be directed to the support and development of the rear region. It has been proven that the rear areas in the context of the destruction of production assets did not suffer serious damage, but the military operations and their consequences significantly affected the economy of this region. It is proposed in the future, when carrying out and assessing the amount of compensation for losses to the fishing industry of Ukraine in general and the aquaculture sector in particular, to improve the very criteria of the total power of one region relative to another and to expand the categories by which the amount of material compensation to farms in the fishing industry will be calculated in terms of challenges for the national and economic secur","PeriodicalId":33687,"journal":{"name":"Bioekonomika ta agrarnii biznes","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70000573","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"FINANCIAL SECURITY AS A STRATEGIC COMPONENT OF THE ECONOMIC SECURITY OF UKRAINE","authors":"Svitlana Voitsekhivska","doi":"10.31548/economics14(1).2023.008","DOIUrl":"https://doi.org/10.31548/economics14(1).2023.008","url":null,"abstract":"Today's economic reality convincingly shows that the pace, prospects and general vector of socio-economic progress of domestic economies is largely subordinated to the state of formation of the country's economic security, in the general system of which the financial component plays a key role. The state of the national financial sector is becoming more and more difficult to control, due to the rather rapid change in the market situation in the world financial markets and the interconnected system of economic relations in the general structure of the world economy. Today, the financial potential of the state depends on the amount of financial resources, which are quite limited. The limitation and insufficiency of financial resources is the main reason for the increase in the amount of state internal and external debt, the growth of the inflation rate, and the development of the shadow economy. To solve these problems, it is necessary to develop balanced measures of state regulation, which should be aimed at strengthening the country's financial security. The purpose of the article is to reveal the essence of the concept of \"financial security\" and determine its place in the system of national and economic security of Ukraine. Conducting an analysis of internal and external threats to economic and financial security, its main indicators, and based on the results, provide recommendations on directions for their improvement and strengthening. The article is devoted to the study of the essence and problems of ensuring the financial and economic security of the state. The theoretical foundations of the concept of \"financial security\" are substantiated. The essence of the concept of \"financial security\" as the main component of economic security is considered and its place in the general hierarchy of national security is argued, the constituent elements of financial security are established. The author's vision of the essence of the structural elements of financial security is highlighted. A comparative analysis of external and internal threats to economic and financial security was carried out. The concepts of \"financial security\" and \"economic security\" are closely related, but not identical. The main and most dangerous threats to the economic (financial) security of Ukraine are analyzed. A comparative analysis of the indicators of financial and economic security with their threshold values was carried out, and directions for improving the financial security system were proposed based on the detected deviations. The selected research topic is quite promising and is subject to further disclosure when studying the financial security system and its interaction with other components of the national security of Ukraine","PeriodicalId":33687,"journal":{"name":"Bioekonomika ta agrarnii biznes","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70000637","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"ACTUAL PROBLEMS OF FINANCING ON THE WAY OF UKRAINE’S ACCESSION TO THE EUROPEAN GREEN COURSE","authors":"NATALIIA SHVETS","doi":"10.31548/economics14(3).2023.005","DOIUrl":"https://doi.org/10.31548/economics14(3).2023.005","url":null,"abstract":"The purpose of this publication is to identify current problems in the field of financing Ukraine’s accession to the European Green Course and to present possible ways of solving them. This issue is particularly relevant in view of the deepening of environmental problems because of active military operations in Ukraine. To achieve the set goal, general scientific methods were used: the method of scientific generalization - to confirm the relevance of the study in modern economic conditions, analysis - to identify the most pressing problems of financing on the way of Ukraine’s accession to the European Green Course based on official statistical data, forecasting and scientific extrapolation - to form proposals for solving the identified author’s problems of financing Ukraine’s movement towards the European Green Course. The main results of the study, which form its scientific novelty, were: analysis of the current state of investment in measures that contribute to Ukraine’s declared intentions to achieve climate neutrality by 2060; laying down the principles of circular economy as the basis for necessary economic changes in the country on its way to following the European Green Course; identifying the most important problems, including financial ones, that hinder declared intentions to achieve climate neutrality; identifying possible sources of financing for necessary changes by individual sectors of Ukraine’s economy that produce the largest volumes of emissions into the atmosphere; proposal of possible ways for further more productive movement of Ukraine’s economy towards the European Green Course. About the sources of investment financing for following the European Green Course, such sources can be funds of the state and local level, the costs of large, medium and small businesses, as well as the peculiarities of the cost, structure and volumes, which differ depending on the sector of the economy and the required volume financing. The practical significance of the obtained results due to the proposals identified by the author and identification of sources of financing for necessary measures on Ukraine’s way to comply with the European Green Course lies in their possible application by national economic entities with a view to achieving climate neutrality.","PeriodicalId":33687,"journal":{"name":"Bioekonomika ta agrarnii biznes","volume":"84 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136305753","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"REGULATION OF THE COMPETITIVENESS OF THE INDUSTRIES OF THE AGRICULTURAL SECTOR OF THE ECONOMY UNDER THE CONDITIONS OF APPLICATION OF DIGITAL MARKETING TOOLS","authors":"Yuliia Perehuda, N. Korobova","doi":"10.31548/economics14(2).2023.033","DOIUrl":"https://doi.org/10.31548/economics14(2).2023.033","url":null,"abstract":"The purpose of the article is to identify features and develop applied solutions for regulating the competitiveness of livestock industries, in particular snail farming, fish farming, organic aquaculture, based on modern approaches to digitalized marketing management in the context of economic volatility. In order to achieve the objectives of the research and the set goal in the process of developing practical proposals in the modern conditions of exogenous and endogenous challenges for the livestock industry and in the formation of demand for self-produced products of snail farming, fish farming, and organic aquaculture, the problem of regulating its competitiveness is exacerbated. Additional complexity of the task is added by the need to take into account specific industry drivers within the framework of digitalized marketing management in these sectors of livestock production. Also, as part of the research, we applied synthesis methods, quantitative and graphic methods in the identification of specific elements of digitalized marketing of livestock products, theoretical methods in the analysis, generalization, as well as explanations in the generalized analytical processes of calculating the cost of livestock products, including the assessment of production costs and financing needs due to deep analytics. The methodological basis of the study is the method of strategic analysis within the framework of digitalized marketing management in the field of animal husbandry in the areas of cost, product knowledge, pricing, establishing a corridor of target prices, as well as effective management of contract conditions. Approaches to the study of the problems of formation and implementation of digitalized marketing of animal husbandry products, based on an in-depth assessment of a wide range of influencing factors, in the context of regulation of competitiveness, are proposed. Aspects of the formation and implementation of an effective process of digitalized marketing management and its impact on the fulfillment of business goals are highlighted. The similarities and differences of the digital marketing process in general and in the livestock industry are described. An analysis of the key factors influencing the digitalized marketing of livestock products in the context of ensuring competitiveness was carried out. Based on the analysis of the considered influencing factors, the key aspects of digitalized marketing management of livestock products are highlighted, which is intended to strengthen its competitiveness. The importance of taking into account specific industry factors in planning and implementation of digitalized marketing in the livestock industry in the light of competitiveness regulation is emphasized. The process of planning and implementation of digitized marketing of livestock products, consisting of seven mutually agreed stages, is proposed. The industry-specific factors influencing the digitalized marketing of products of the livestoc","PeriodicalId":33687,"journal":{"name":"Bioekonomika ta agrarnii biznes","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70000316","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"ECONOMIC VALUE OF TECHNICAL NICHE CULTURES AND PROSPECTS FOR THE DEVELOPMENT OF THEIR PRODUCTION","authors":"V. Baidala, T. Mirzoieva, Timur Mirzoiev","doi":"10.31548/economics14(1).2023.001","DOIUrl":"https://doi.org/10.31548/economics14(1).2023.001","url":null,"abstract":"The purpose of the publication is to characterize the economic value of niche technical crops from today's point of view and to substantiate the economic prospects of their production in the context of modern threats and challenges. The relevance of the study is primarily due to the worsening of food security, the deterioration of the soil, as well as the fact that traditional crops, such as soybeans, which are capricious to weather conditions, moisture-loving corn, and even sunflower, according to forecasts in some regions, will give less and less profits, so farmers need to think about an alternative and to diversify production. To achieve the goal, general scientific and special methods of cognition were used: dialectical, which made it possible to determine the relevance and theoretical basis of the researched question; abstract-logical, with the help of which the theoretical material was systematized and the structure and relationships of the elements of scientific research were formed; analysis and synthesis, which made it possible to identify and group the advantages of niche technical crops, which were considered as arguments in favor of the development of their production; and generalization, with the purpose of forming a comprehensive approach to presenting the researched issue and formulating conclusions. In order to increase the level of specificity and objectivity of the study regarding the prospects for the development of the production of niche technical crops, attention was focused on their individual representatives, safflower and mustard. The main results of the study were: generalization of arguments in favor of the economic feasibility of developing the production of safflower and mustard, among which their multifunctionality, which is common for most niche technical crops, is highlighted; detailed disclosure of the advantages of these cultures, the significance of which is growing in the context of worsening food security; and presentation of the economic value of niche technical crops as a complex characteristic, covering closely related economic, agrotechnical, ecological, agronomic, and socio-economic components. In general, the development of the production of these crops is presented as a tool for diversification of agricultural production and a tool for strengthening of food security under the conditions of modern threats and challenges, which determines the practical significance of the study","PeriodicalId":33687,"journal":{"name":"Bioekonomika ta agrarnii biznes","volume":"6 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70000420","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"FINANCING INNOVATIVE ACTIVITIES OF INDUSTRIAL ENTERPRISES OF UKRAINE","authors":"Oleksandr Stretovych, Nataliya Skopenko","doi":"10.31548/economics14(2).2023.021","DOIUrl":"https://doi.org/10.31548/economics14(2).2023.021","url":null,"abstract":"Ensuring the competitiveness of Ukrainian goods and technologies is an important problem, the solution of which is connected with the improvement of their development, production, sale and maintenance, that is, with the implementation of targeted financing of innovative activities. The purpose of the study is to determine the state and establish trends in the financing of innovative activities of industrial enterprises of Ukraine for the period 2000-2020 based on actual data provided by the State Statistics Service of Ukraine as of the date of publication of the article. Analytical method, methods of data grouping, graphic methods, methods of deduction, comparison, systematization and logical generalization were used in the research process. The article examines the dynamics of sources of financing innovative activities of Ukrainian enterprises over a certain period of time; considered internal and external sources of financing innovative processes, problems and prospects of their involvement by domestic industrial enterprises. It was established that in the period before the announcement of quarantine measures due to COVID-19 and the subsequent start of Russia's aggressive war against Ukraine, the main sources of financing innovative activities in Ukraine were: companies' own funds; funds from the state budget of the country; funds from foreign investors and funds from other funding sources (funds from domestic investors, grants, etc.). The conducted research shows that the state policy of Ukraine regarding the implementation of innovative activities is unstable and fragmented. Adopted state acts are not supported by financial and other instruments that would allow domestic enterprises to carry out and finance innovative activities at an accelerated pace. In such a situation, the leadership of our country should pay more attention to the improvement of the legislative framework and the creation of real financial instruments of forced assistance to Ukrainian enterprises in the implementation of innovative activities.","PeriodicalId":33687,"journal":{"name":"Bioekonomika ta agrarnii biznes","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70000693","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"MODELING THE IMPACT OF CAPITAL INVESTMENTS ON THE FINANCIAL SECURITY OF AGRARIAN ENTERPRISES","authors":"Z. Titenko","doi":"10.31548/economics14(1).2023.007","DOIUrl":"https://doi.org/10.31548/economics14(1).2023.007","url":null,"abstract":"The article reveals the essence of capital investments and the importance of this category for the development of agricultural enterprises. It has been proven that they influence the economic development of the studied enterprises and the level of their financial security. The conducted analysis established that during the last five years there is no clear tendency to increase the volume of investments, which led to the need for certain internal factors that affect investment attraction. With the help of economic and mathematical methods, the influence of internal factors, namely the company's income and the amount of equity capital, on the amount of investment was determined. In the process of research, it was determined that the volume of involved investments and the financial results of the enterprises have a close relationship, which showed their influence on the level of financial security of agricultural enterprises. The article also defines a number of other factors that testify to the economic development of enterprises, the impact on the volume of investments, which is quite significant. The purpose of the article is to assess the influence and closeness of the relationship between the volume of investments and factors that indicate the level of financial security of agricultural enterprises. In conducting the research, general scientific and special research methods were used. which, method of scientific knowledge, analysis and synthesis, graphic method, generalization method, factor analysis, economic and mathematical research methods. As a result of the research, the author determined the main factors influencing the economic development of enterprises and the level of their financial security. In order to determine the closeness of the relationship, economic models were built between the studied categories, which are based on the levels of the power function. It has been proven that there is a close connection between investments and the volume of output and exports and a significant impact on financial results and gross added value. The author assessed the influence of internal factors on the investment attractiveness of agricultural enterprises and substantiated the need to take into account external factors, which is promising for further research","PeriodicalId":33687,"journal":{"name":"Bioekonomika ta agrarnii biznes","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70000622","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"ЕCONOMIC PRINCIPLES OF INCREASING THE EFFICIENCY OF MILK PRODUCTION","authors":"L. Stepasyuk","doi":"10.31548/economics14(2).2023.101","DOIUrl":"https://doi.org/10.31548/economics14(2).2023.101","url":null,"abstract":"The article analyzes the current state and trends in the development of dairy farming in Ukraine under the conditions of a full-scale invasion of the russian federation. A comparison with the previous period was made. The main indicators of its development and economic efficiency of production are analyzed. According to the research results, it was found that one of the important problems in the milk market is its low quality in households that produce 65.8% of all milk. It is noted that the cooperation of households, the organization of family farms and processors of dairy raw materials, taking into account the experience of the developed countries of the world, will solve the problem of the production of high-quality dairy raw materials and will provide an opportunity to earn profits. The current problems faced by milk producers are revealed ‒ an increase in the cost of production, a decrease in the demand for dairy products, the loss of this product in the war zone and in the occupied territories, problems with calculations on the part of trade networks, the lack of an effective instrument for crediting milk processing enterprises during the war. Based on the analysis, the main factors that have the greatest impact on the current state of the dairy industry are singled out. It is noted that dairy farming is a direction that is problematic to develop without state subsidies, so support for milk producers is absolutely necessary. It was emphasized that the economic efficiency of milk production primarily depends on improving its quality. Practical recommendations are provided for increasing the efficiency of milk production by improving its quality, in particular in households and their transformation into family farms or cooperatives. It was concluded that the introduction of an effective mechanism for the implementation of the proposed measures, subject to state support of the dairy industry and increased funding, will become the driving force of its accelerated development. The practical significance of the obtained results lies in the fact that the author's recommendations can be used by agricultural enterprises or private households of the population in average activities.","PeriodicalId":33687,"journal":{"name":"Bioekonomika ta agrarnii biznes","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"70001216","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"СLASSIFICATION OF MARKETING EXPENSES IN THE ACCOUNTING OF AGRICULTURAL ENTERPRISES","authors":"VOLODYMYR LYTVYNENKO, OLEKSANDR KRYVOSHEI","doi":"10.31548/economics14(3).2023.057","DOIUrl":"https://doi.org/10.31548/economics14(3).2023.057","url":null,"abstract":"Market relations in the agricultural sector require enterprises to have a profound understanding and efficient management of expenses. The relevance of the topic is determined by the need for making prompt financially justified decisions in the field of marketing based on accounting data about the composition, structure, and dynamics of expenses of agricultural enterprises. The purpose of the study is to improve the classification of marketing activity costs of agricultural enterprises, aimed at enhancing the efficiency of enterprise resource utilization, optimizing marketing activity expenses, and ensuring the sustainable development of agricultural enterprises. To achieve the stated goal, the following methods were used in the research: analysis, analogy, and generalization – to study scientific works on the topic of the article; observation and detailed description helped to gather and summarize factual material. Assessing the level of marketing expenses will allow for the budgeting of marketing measures, including expenses for advertising, product promotion, market research, and other marketing activities. Accounting for marketing activity expenses will help the enterprise determine how significant its marketing investments are and whether they meet the set objectives. The structure of marketing expenses indicates the distribution of funds among various marketing channels and tools. This allows determining which marketing means are more efficient and result-oriented. The research summarizes the views of scientists on the essence and structure of marketing activity expenses of agricultural enterprises, analyzes the possibilities of using the mentioned classifications for the accounting representation of marketing expenses. Based on this, an updated classification of marketing expenses was proposed, which emphasizes digital marketing as a separate group, considering the technological direction of business processes development. This segment includes expenses for paid search results in search engines, product promotion on specialized agricultural electronic resources, social media marketing, and collaboration with influencers. The implementation of the mentioned classification will allow to optimize marketing expenses, expenses, strengthen competitive positions and productivity of the agrarian business. It can also be used for further research on marketing activity accounting and management in agricultural enterprises.","PeriodicalId":33687,"journal":{"name":"Bioekonomika ta agrarnii biznes","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136305330","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"DIGITAL MARKETING AND BRANDING OF HIGHER EDUCATION IN UKRAINE AND EUROPEAN COUNTRIES","authors":"YANINA LISUN","doi":"10.31548/economics14(3).2023.073","DOIUrl":"https://doi.org/10.31548/economics14(3).2023.073","url":null,"abstract":"The article substantiates the relevance of digital communications at this stage of development of human society in general and higher education in particular. Attention is focused on such a tool for attracting and retaining customers in the long term as branding. Accordingly, the purpose of the publication is to study the meaning and results of the practical use of digital marketing and branding in the development of the higher education segment in Ukraine and European countries. The author emphasized that in modern conditions, the online presence of Higher Education Institutions in the media environment is gaining priority, which is especially relevant in the conditions of today's uncontrolled multi-crises, such as Covid-19 and the military aggression of the Russian Federation. , launched against Ukraine in 2022. To achieve the goal, general scientific methods were used: statistical and calculation-mathematical, with the help of which all the necessary initial information for digital and educational analytics was formed; theoretical - for the development of a conceptual scheme of digital marketing and branding of higher education based on an integration approach; analysis - to assess the presence of domestic and foreign higher education institutions in social networks, which are one of the channels of digital marketing communications; graphic method for the purpose of developing a conceptual scheme of integration of digital marketing and branding of higher education institutions. The main results of the research, representing a scientific novelty, were: identification of the popularity of marketing communication channels of domestic and foreign higher education institutions; determining the role of influencers in digital marketing and branding, positioning and promotion of HEIs in the market of educational services; substantiation of the main metrics for evaluating the effectiveness of digital marketing communications and branding of higher education institutions. The practical significance of the obtained results lies in the possibility of their implementation in higher education at the current stage of development of higher education in Ukraine.","PeriodicalId":33687,"journal":{"name":"Bioekonomika ta agrarnii biznes","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136304574","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}