ACADEMIC MARKETING RESEARCH IN UKRAINIAN UNIVERSITIES: A MODEL, CURRENT STATE, AND MAIN FEATURES
DOI:
https://doi.org/10.17721/1728-2667.2024/225-2/9Keywords:
Marketing, marketing research, consulting, competencies, educational programs, civil society , NGO "Ukrainian Union of Marketing Experts"., businessAbstract
B a c k g r o u n d. Academic Marketing Research (AMR) is a crucial tool for enhancing the effectiveness of teaching, scientific research, and consulting activities, which is especially relevant in the context of market uncertainty and instability. This study aims to determine the role and significance of AMR in the development of Ukrainian universities, businesses, and civil society during the wartime and post-war recovery periods.
M e t h o d s. The study employed the following methods: an expert survey of faculty members from Ukrainian universities, quantitative data analysis using Excel and SPSS, and conceptual modeling to identify the areas of AMR's impact on socio-economic development. The sample consisted of 34 respondents from 19 universities.
R e s u l t s. A conceptual model of AMR was developed, illustrating the connections between universities, businesses, and civil society regarding the use of AMR results in teaching, research, consulting, and personal life, taking into account the prerequisites, influencing factors, and consequences. It was found that the overall state of AMR in Ukrainian higher education institutions is characterized by a high level of faculty interest in accessing AMR results; high faculty engagement in conducting AMR; and a willingness to share these results with researchers, businesses, and the public. The use of specific AMR results by Ukrainian faculty, published on the website of the NGO "Ukrainian Union of Marketing Experts" indicates both a high level of awareness of these studies and a high appreciation of their utility. Furthermore, it was established that AMR plays a significant role in improving the quality of educational programs and in developing students' competencies that enable them to work effectively in a turbulent market environment. AMR results are utilized in consulting activities to support business adaptation to crisis situations, enhancing firms' responsiveness to external challenges. Factor analysis identified two primary spheres of AMR results' usefulness: teaching activities (primary sphere) and scientific-practical applications (secondary sphere).
C o n c l u s i o n s. Understanding the conceptual model of AMR enables faculty members and all stakeholders to improve the effectiveness of conducting and utilizing AMR results. Integrating AMR findings into educational programs and consulting activities can play an important role in Ukraine's economic recovery by enhancing business efficiency and improving the quality of university education.
Downloads
References
Al Kharusi, I. (2023). Students' evaluation of teaching (SET) for improving learning and teaching quality in HE: Students' and teachers' perspectives. Journal of World Englishes and Educational Practices.
Ballina, J. de la, & Cachero, S. (2023). Teaching marketing research at the university level. Sustainability. https://doi.org/10.3390/su15021500
Brennan, R. (2004). Should we worry about an academic-practitioner divide in marketing? Marketing Intelligence & Planning, 22(5). http://dx.doi.org/10.1108/02634500410551879
Cornelissen, J. (2002). Academic and practitioner theories of marketing. Marketing Theory, 2(1), 133–143. https://doi.org/10.1177/1470593102002001647
Guha, A., Grewal, D., & Atlas, S. (2023). Generative AI and marketing education: What the future holds. Journal of Marketing, 85(1), 14–21. https://doi.org/10.1177/00222429231109223
Harvey, W. S., & Spee, A. P. (2023). Walking the tightrope of academic and practitioner expectations in field research. Management Learning. https://doi.org/10.1177/13505076231213176
Hunt, S. D. (2020). Marketing as a profession: On closing stakeholder gaps. European Journal of Marketing, 36(3), 305–312. https://doi.org/ 10.1108/03090560210423057
Jedidi, K., Schmitt, B. H., Ben Sliman, M., & Li, Y. (2021). R2M Index 1.0: Assessing the practical relevance of academic marketing articles. Journal of Marketing, 85(5), 22–41. https://doi.org/10.1177/00222429211028145
Levy, M., & Grewal, D. (2020). Toward developing an improved curriculum for graduate education in marketing research. Proceedings of the Academy of Marketing Science.
Lilien, G. L. (2011). Bridging the academic–practitioner divide in marketing decision models. Journal of Marketing, 75(4), 196–210. https://doi.org/ 10.1509/jmkg.75.4.196
Littler, D., & Tynan, C. (2005). Where are we and where are we going? The status and future of research in marketing. European Journal of Marketing, 39(3/4), 261–271. https://doi.org/10.1108/03090560510581764
Mills, A. J., & Hair, J. F., Jr. (2021). Consumer insights: A turning point for marketing research education. International Journal of Market Research, 61(1), 23–32. https://doi.org/10.1177/147078531880531
Narver, J. C., & Slater, S. F. (2020). The effect of market orientation on business profitability. Journal of Marketing, 54(4), 20–35. https://doi.org/ 10.1177/002224299005400403
Nunan, D., & Di Domenico, M. (2021). Rethinking the market research curriculum. International Journal of Market Research, 61(1), 23–32. https://doi.org/10.1177/147078531880292
Parasuraman, A. (2020). Commercial marketing researchers' evaluations of academic journals. Journal of Marketing Research, 18(2), 201–209. https://doi.org/10.1177/002224378101800210
Reavey, T. et al. (2021). Updating the marketing research course to prepare the marketing generalist. Journal of Marketing Education.
Recovery Plan for Ukraine. (2023). Restoration of Ukraine [in Ukrainian]. https://recovery.gov.ua/
Romero-Rodríguez, L. M., & Castillo-Abdul, B. (2023). Toward state-of the-art on social marketing research in user-generated content. Journal of Management Development. https://doi.org/10.1108/JMD-01-2022-0005
Starostina, A.O. (2017). Ukrainian marketing: Formation and development perspectives. Marketing in Ukraine, 1, 4–10. https://econom.knu.ua/wp content/uploads/2018/12/Starostina_2017_UAM.pdf [in Ukrainian].
Starostina, A.O. (Ed.). (2024). Marketing: Global experience and the Ukrainian dimension (2nd ed., revised and supplemented). Lira-K [in Ukrainian].
Starostina, A.O., & Dyomina, O.M. (2022). The development of marketing in Ukraine: Specifics, stages, scientific schools, issues, and perspectives. In A. O. Starostina (Ed.), 30 years of Independence: Achievements and perspectives of marketing development in Ukraine (pp. 7–19). Interservis [in Ukrainian].
Starostina, A., Sitnicki, M., Petrovsky, M., Kravchenko, V., & Pimenova, O. (2021). Marketing research in a transition economy of the turbulent world. Amazonia Investiga, 10(46), 51–70. https://doi.org/10.34069/AI/2021.46.10.5
Stern, B. L., & Tseng, L. P. D. (2022). Do academics and practitioners agree on what and how to teach the undergraduate marketing research course? Journal of Marketing Education, 24(3), 225–232. https://doi.org/ 10.1177/02734753221160272
Ukrainian Union of Marketing Experts. (2024a). Let's unite for common development [in Ukrainian]. https://omu.marketing
Ukrainian Union of Marketing Experts. (2024b). Reports on Academic Marketing Research [in Ukrainian]. https://drive.google.com/file/d/ 1pSZHOo4U-LoqlirTN8utmbQeM9448JHv/view?usp=sharing
Unified State Electronic Database on Education. (2024). Competitive offers [in Ukrainian]. https://vstup.edbo.gov.ua/offers/
Veljković, D., Hristov-Stančić, A., & Lazić, V. (2021). The significance of education in marketing research. Journal of Marketing Research, 58(3), 214–229. https://doi.org/10.1177/002224378203800305
Downloads
Published
Issue
Section
License
Copyright (c) 2025 д-р екон. наук, проф. Алла СТАРОСТІНА, канд. екон. наук, доц., експерт Володимир КРАВЧЕНКО
This work is licensed under a Creative Commons Attribution 4.0 International License.
Please read more here: https://econom.bulletin.knu.ua/copyright
