PurposeThe purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine.Design/methodology/approachIn the article, the authors used the literature review method to justify the importance of implementing HEI marketing strategy based on marketing communications with Internet users, and thus to justify the relevance of the chosen research topic. Based on the literature review, the authors identified the goals of HEI advertising campaigns on the Internet (branding, recruitment of students, site traffic increase and subscription of Internet users to the university newsletter) and substantiated the analytical study of the two countries. The survey conducted by the authors allowed them to form their conclusions, the validity of which is based on the interpretation of the indicators calculated in the analytical section.FindingsThe hypothesis that the focus of HEI Internet marketing communications, recruitment of students, is universal regardless of the country of origin is proven. There is also no significant differences in Internet marketing communication tool use that is “simpler” and cheaper. University marketing managers widely use Internet advertising tools, but they have difficulty implementing public relations and sales promotion tools. Internet marketing communication is an important component of HEIs' marketing strategies, thus, comparing EU and non-EU HEIs informs future strategies.Practical implicationsThe results of this research are of interest to HEIs that seek to improve the adaptation of their marketing communication strategy to meet the conditions of digitalisation and to strengthen their competitive foothold within the market. Also, the findings can help HEI marketing staff members to improve marketing communication tools used to build and maintain relationships with their online customers.Originality/valueThis study highlights the similarities and differences in approach to Internet marketing communications among EU (Poland) and non-EU HEIs (Ukraine). In conducting a thorough review of research, as well as a survey of 185 HEI marketing staff members, the paper offers insight into the approach HEIs of varying cultural backgrounds take to Internet marketing communications and online recruitment.

The kea task of the study is the formation of a methodological approach in determining the viable resource provision options of the management system for the innovative development of an enterprise. The methodology includes methods of systems analysis, methods of multicriteria assessment of alternatives, and the method of paired comparisons with the advantage of options. In modern conditions, the formation of new effective economic relations that meet the needs of the market, resource management acts as a peculiar type of practical activity and as an organizational system. The system of management of innovative development is understood by us as a set of controls, divisions and performers aimed at fulfilling the tasks assigned to them, a set of methods that contribute to management. The development of modern concepts of the theory of organization and management of innovative development is inextricably linked to resource capabilities. As a result, we proposed a methodological approach based on the formation of alternative resource provision options with the possibility of choosing the appropriate one among them. The result, decision-making and selection of the appropriate level of security are based on a comprehensive consideration of all types of resources (human, organizational, financial).

Purpose. This article aims to improve the theoretical and applied bases of activating the development of the IT sphere in Ukraine by determining the factors that influence this process and the stages this process went through. Design/methodology/approach. In the article, authors use a set of scientific methods that ensured the conceptual integrity of the study, in particular: logic – to study the evolution of the IT-sphere; system – to highlight the conceptual foundations of the IT products market; methods of dialectical reasoning, induction, deduction – to justify strategic priorities; comparative and statistical analysis – to study the peculiarities of the development of the-IT sphere; economic and mathematical modelling – to build trends, regression models and forecasts; cluster analysis – to identify regional asymmetries in the development of the IT sector of Ukraine. Findings. The article summarizes scientific approaches to the interpretation of the IT sphere. The authors of the article interpret IT-sphere with the activities of economic agents involved in developing a computerized system, storage, data processing, and data management. The authors describe the institutional and legal support for the IT market regulation; the components of the IT market. The authors investigate the chronology of the IT-sphere formation in Ukraine and identify five stages of its development: before 1990; 1990–2000; 2000–2020; 2011–2019; 2019 and to present. The article shows that during the pandemic, the domestic IT sector does not lose its potential, increases exports, and does not reduce public funds payments. Employment in the domestic IT sector is identified as prestigious based on a study of the rate of change in the number of IT specialists in Ukraine, the share of young people among them, and a comparative assessment of their income and income in other sectors of Ukraine’s economy. Originality/value. The authors hypothetically assume that the system of higher education and the volume of government procurement for IT specialists’ training affect the development of IT entrepreneurship in Ukraine. Based on the analysis of data on the distribution by region of Ukraine of the number of higher education institutions, the number of students in higher education institutions, the volume of government procurement for the training of IT specialists, the authors conclude the most increased localization of these indicators in the following regions: Kyiv, Kharkiv region, Lviv region, Dnipropetrovsk region, Odesa region. The authors show that the results of cluster analysis harmonize with the official information on the number of IT companies in Ukraine. This allowed the authors to prove the conclusion about the validity of the hypothetical assumption. A separate part of the article is dedicated to the strategic priorities of the state policy of developing the IT-sphere of Ukraine. The authors consider the effective development of the IT-sphere of Ukraine as strategic progress based on sustainability (viability for future generations), social value (producing effects that are beneficial to society), planning and predictability; effectiveness (multifaceted expediency); controllability, and settlement (state influence). Among the expected results of effective development of the IT-sphere of Ukraine, the authors single out the following: strengthening the role of the IT-sphere in the national economy; development of international cooperation; digitalization of social life and e-government; improving the business climate in IT and related fields; intensification of investment and innovation processes; enhancing the quality of life; expansion of the middle class. Practical implications. The study results can be used by public authorities and local selfgovernment, and extensive IT companies to predict and influence IT development in some countries.

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International norms regarding educational activity are aimed at forming entrepreneurial competencies in students. The motivational readiness of student youth to implement these entrepreneurial competencies in practice reflects the potential for entrepreneurship development. Despite the social group of student youths being considered belonging to the category of economically inactive population, students are traditionally engaged in social production. New changes in labor and consumption conditions of higher education services contribute to the growing trend in students who combine study and work. Considering this trend, we investigate the impact of students’ work experience on forming their entrepreneurial potential. The analytical component of this study is performed according to the materials obtained through a questionnaire, which covers 746 students. The findings prove that students who engage in employment before studying at university tended to combine university studies and employment in social production. Having such an employment experience increases students’ confidence regarding their entrepreneurial abilities and has a positive effect on students’ intentions to start their own businesses. Simultaneously, the lack of experience in management assistance does not constrain students’ intentions to start a business.