MARKETING DEVELOPMENT OF A UNIVERSITY'S ECOSYSTEM AS AN EFFECTIVE NETWORK PLATFORM

Abstract

Marketing development of a university ecosystem as an effective network platform the knowledge-based economy places universities at the forefront of social and economic development. However, traditional university operational models often fail to address the challenges posed by rapid technological changes, globalization, and the post-COVID world. This study examines the concept of universities as network platforms integrating educational, scientific, and socio-economic activities. It highlights the significance of marketing strategies, particularly the 4P model (Product, Price, Place, Promotion), in fostering the sustainable development of university ecosystems. The objective of this article is to elucidate the role of university ecosystems in the modern knowledge economy and to demonstrate innovative approaches to their development using the Kyiv National University of Technologies and Design (KNUTD) as a case study. The methodology includes literature review, empirical research on post-COVID rehabilitation via the REHUB COVID educational platform, and the integration of international best practices. The study emphasizes the importance of digital innovations, partnerships, and the advancement of human capital as critical components of university ecosystems. The implementation of the REHUB COVID project resulted in the creation of an integrated platform for physical, psychological, and social rehabilitation, facilitating the adaptation of students and staff to new realities. The research concludes that universities that actively adopt marketing strategies not only enhance their competitiveness but also amplify their societal impact, contributing to sustainable development.