STEEP+S ANALYSIS AS AN INSTRUMENT FOR HIGHER EDUCATION INSTITUTIONS' STAKEHOLDER INTERACTION MARKETING IN THE DIGITALIZATION ERA
Abstract
The article focuses on developing a theoretical and methodological approach to analyzing the external environment's impact on higher education institutions under digitalization conditions. Contemporary universities operate in an extremely turbulent environment characterized by demographic shifts, rapid digitalization, economic instability, climate challenges, political transformations, and security threats. In Ukraine, these challenges are particularly acute due to war, mass migration of students and faculty, and destruction of educational infrastructure. Traditional linear-functional management models lose effectiveness as they fail to ensure flexible responses to dynamic external environment changes. The purpose of the research is to develop a theoretical and methodological approach for determining external environment influence on higher education institutions based on STEEP+S analysis tools to enhance the effectiveness of stakeholder interaction marketing under digitalization conditions. The research methodology combines systematic analysis, comparative method, generalization, and synthesis approaches. The STEEP+S analysis method was applied, examining six key dimensions: Social (demographic trends, migration processes), Technological (digitalization, artificial intelligence, EdTech solutions), Economic (financial challenges, new funding models), Ecological (climate change, sustainable development, green technologies), Political (educational policy, international integration), and Security (cyber security, information security, psychological safety). The study reveals that STEEP+S analysis allows universities to systematically assess external environment challenges and develop adequate marketing strategies for stakeholder interaction. Each dimension presents both risks and opportunities that require strategic response through multi-stakeholder collaboration. The research demonstrates that social dimension challenges, including demographic crisis and student migration, can be transformed into development resources through social innovations and lifelong learning programs. The technological dimension actualizes the need for digital ecosystems and artificial intelligence centers. The economic dimension necessitates funding source diversification through corporate partnerships. The ecological dimension opens opportunities for green technology development and sustainability programs. The political dimension is linked to European educational space integration and international programs, while the security dimension requires cybersecurity competencies and psychological resilience development. The practical value lies in providing higher education institutions with a comprehensive analytical tool for strategic planning, developing stakeholder interaction marketing strategies, and adapting to digitalization challenges. The proposed STEEP+S analysis enables systematic organization of both risks and opportunities in higher education institution development and their stakeholder interactions, which is particularly relevant under conditions of war, demographic crisis, and global competition for talents.
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Porter, M. E., & Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89(1-2), 62-77.
Robertson, S. L., & Beech, J. (2024). Promises promises: International organisations, promissory legitimacy and the re-negotiation of education futures. Comparative Education, 60(3), 423–440. DOI: https://doi.org/10.1080/03050068.2023.2287938
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Senge, P. M. (1990). The Fifth Discipline: The Art & Practice of the Learning Organization. New York: Doubleday / Doubleday-Currency
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Vial, G. (2019). Understanding digital transformation: A review and a research agenda. Journal of Strategic Information Systems, 28(2), 118-144.
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