MARKETING TOOLS IN STRATEGIC MANAGEMENT OF YOUNG SCIENTISTS’ HUMAN CAPITAL
The purpose of the paper is to identify the marketing tools, which are promising areas of functional provision of strategic management of young scientists’ human capital in Ukraine. The novelty of the research is represented by the created theoretical model of the conceptual scenario of strategic management of young scientists’ human capital. The object of the scientific research is the process of using marketing tools in strategic management of young scientists’ human capital. The research methodology includes such methods: comparative analysis, critical analysis, statistical analysis, economic-mathematical analysis and graph-analytical. The research is based on the results of mass sociological survey of young scientists in Ukraine performed within the framework of the project «Realization of the young scientists’ potential in integration of science, education, and business» (0120U102126) in 2020 year. The obtained results confirmed fully the proposed hypothesis H1 and H2 and partially the hypothesis H3. The discussion section of the paper proposes the improved method of evaluating the human potential of young scientists, which includes four vectors: assessment of business qualities of educational managers, evaluation of the effectiveness of the organizational structure of management of scientific and educational institutions, assessment of the overall effectiveness of marketing activities of scientific and educational institutions, general evaluation of marketing potential of human development in the strategic management of human capital of research and educational institutions. The fourth component is proposed to produce marketing tools used by young scholars based on the results of a mass sociological survey. The practical value of the proposed instruments for the young scientists’ community and scientific and educational institutions, where they are employed, is in the use of the adapted graph-analytical method, which gives the opportunity to assess the marketing tools in strategic management of young scientists’ human capital.
How to Cite
marketing tools, strategic management, human capital, young scientists
Bhattacharya, A., Good, V., & Sardashti, H. (2020). Doing good when times are bad: the impact of CSR on brands during recessions. European Journal of Marketing, 54(9), 2049–2077. DOI: https://doi.org/10.1108/EJM-01-2019-0088
Council of Young Scientists at the Ministry of Education and Science of Ukraine (CYS at MESU). (2020). Scientific communications of young scientists during the quarantine. Online survey of CYS at MESU. Available at: https://mon.gov.ua/storage/app/media/nauka/rada%20molodich%20uchenich/2020/07/komunikatsii-molodikh-vchenikh-pid-chas-karantinu.pdf
Csapo-Horvath, A. (2021). The importance and influence of destination advertising. European Journal of Sustainable Development, 10(2), pp. 231–240. DOI: https://doi.org/10.14207/ejsd.2021.v10n2p231
Dligach, A. (2014). System-reflexive marketing. Kyiv: Alerta. 400 p.
Fedonin, O. S., Riepina, I. M., & Oleksiuk, O. I. (2006). Potential of the enterprise: formation and evaluation. Study Book. Kyiv: KNEU, 316 p.
Frolova, L. V., & Nosova, T. I. (2015). Justification of intellectual potential management strategies of commercial enterprises. Ekonomika ta derzhava, 6, 43–49. Available at: http://www.economy.in.ua/pdf/6_2015/11.pdf
Gernego, Iu. O. (2020). Financial mechanisms for sustainable human development support: dis. for scientific degree of Dr. Econ. Science: 08.00.08. Kyiv: KNEU, 607 p.
Hoekstra, J. C., & Leeflang, P. S. H. (2020). Marketing in the era of COVID-19. Italian Journal of Marketing, pp. 249–260. DOI: https://doi.org/10.1007/s43039-020-00016-3
Irtyshcheva, I., Trushliakova, A., & Sirenko, I. (2020). Strategic human capital management in the context of digitalization. Baltic Journal of Economic Studies, 6(5), 178–183. DOI: https://doi.org/10.30525/2256-0742/2020-6-5-178-183
Ministry of Education and Science of Ukraine (MESU). (2020). Strategy of higher education development in Ukraine for 2021-2031 years. Available at: https://mon.gov.ua/storage/app/media/rizne/2020/09/25/rozvitku-vishchoi-osviti-v-ukraini-02-10-2020.pdf
Parliament of Ukraine. (2015). The Law of Ukraine “On science and scientific-technical activity” № 848-VIII as of 26.11.2015. Available at: https://zakon.rada.gov.ua/laws/show/848-19
Radionova-Girsa, E. (2018). Relationship marketing on the Internet: Building a long-term relationship with customers. In 10th International Scientific Conference “Business and Management 2018”, 03–04 May 2018, Vilnius, Lithuania. DOI: https://doi.org/10.3846/bm.2018.35
Reshetnikova, I., Smerichevskyi, S., & Polishchuk, Y. (2019). Multican marketing as an innovation technology of providing services in the conditions of globalization of the banking market. Marketing and Management of Innovations, 3, 142–150. DOI: http://doi.org/10.21272/mmi.2019.3-11
Rostkowski T. Tworzenie i wdrażanie strategii ZZL. Narzędzia i praktyka zarządzania zasobami ludzkimi. / M. Juchnowicz (red.). Warszawa: Poltext, 2003. S. 13–15.
Savych O., & Shkoda, T. (2020). The concept of marketing efforts consolidation at the global car market. Selected papers of the 11th International Scientific Conference “Business and Management 2020” held on May 07–08, 2020, Vilnius, Lithuania. Edited by J. Stankevičienė, T. Lankauskienė, I. Jokšienė, V. Davidavičienė, I. Skačkauskienė, R. Tamošiūnienė, V. Jurkevičius. Vilnius: “Technika”, 456 p. DOI: https://doi.org/10.3846/bm.2020.542
Scott, D. M. (2017). The new rules of marketing and PR (7th edition). JAV.
Shkoda, T. N. (2018). Strategic management of human capital of air transport enterprises: dis. for scientific degree of Dr. Econ. Science: 08.00.04; 08.00.07. Kyiv: KNEU, 586 p.
State Statistical Service of Ukraine (2020). Number of young scientists in Ukraine. Official on-line answer to the request as of 29.01.2020. Kyiv.
Sturiene, U. (2019). Internet Marketing Tools. 14th Prof. Vladas Gronskas International Scientific Conference Kaunas: Vilnius University Kaunas Faculty, 5th of December, 2019. Available at: https://www.journals.vu.lt/open-series/article/view/18406
Zhabin S. O., Isakova N. B., & Skorokhod, O. M. (2018). Problems of young scientists of Ukraine and recommendations for their solution. Analytical material. Available at: https://www.civic-synergy.org.ua/wp-content/uploads/2018/04/Problemy-molodyh-vchenyh-Ukrayiny-ta-rekomendatsiyi-shhodo-yihnogo-vyrishennya.pdf?fbclid=IwAR0OPqjUJ3hqGT-1PFN8jExnoKtCGs8JdxguMsovjzKlR0uUzCHs_8pj3Pw