ADAPTIVE MODEL OF MARKETING STRATEGY FOR PROMOTING INNOVATIONS IN TECHNICAL UNIVERSITIES OF UKRAINE IN THE EDUCATIONAL SERVICES MARKET

Abstract

This article presents the concept and scientific substantiation of an adaptive marketing strategy model for promoting innovation in technical universities of Ukraine within the national educational services market. The relevance of the study stems from the urgent need to strengthen the competitive positions of Ukrainian higher education institutions, particularly technical ones, under conditions of systemic transformation, digitalization, demographic decline, and geopolitical instability caused by the full-scale war. Special attention is given to the insufficient use of modern marketing tools to promote university-generated innovations — such as startups, engineering developments, research-based services, patent activity, and dual education programs — as independent value propositions within the educational market. The article analyzes both global and domestic trends in academic innovation marketing and identifies a growing demand for integrated solutions that combine educational, scientific, and applied-commercial components. The research methodology involves a comparative analysis of marketing communication and strategic positioning practices in Ukraine’s leading technical universities — NTUU “Igor Sikorsky Kyiv Polytechnic Institute,” NTU “Kharkiv Polytechnic Institute,” and Lviv Polytechnic National University. Based on the identified challenges, the author proposes an adaptive model that integrates classical marketing frameworks (STP, 7P, KPI) with modern strategic tools such as partnership alliances, ecosystem thinking, project-based positioning, and multichannel communication. The model is contextually tailored to the Ukrainian environment, characterized by limited resources, market volatility, and the emigration of students and researchers. The paper emphasizes that marketing strategies for promoting educational innovation must be flexible, data-driven, and aligned with national priorities, including technological sovereignty, digital innovation, and post-war economic recovery. The proposed model has both theoretical and practical significance, providing a framework for enhancing the visibility, stakeholder trust, and strategic impact of higher education institutions within Ukraine’s innovation ecosystem. Furthermore, the approach offers a foundation for developing an interactive digital monitoring platform capable of real-time scenario modeling of university marketing activities.