The Department of Marketing and Business Administration conducts research in the field of modern marketing development, global business transformations and trends, the formation of business adaptation strategies under destabilization, and the impact of digitalization on various areas of economic activity.

Main Research Areas:

• Global transformations and trends in the business environment
• Methodology and tools of market research
• Entrepreneurship and institutional factors in the realization of economic interests
• Business adaptation strategies under conditions of instability
• Digitalization and artificial intelligence in marketing and management
• Consumer behavior in crisis conditions
• Brand management and strategic marketing

The high level of research conducted by the Department’s faculty is internationally recognized. Professors and associate professors of the Department have publications in reputable international academic journals, present their findings at scientific conferences abroad (in the USA, the United Kingdom, Italy, the Czech Republic, India, Indonesia, and others), and serve on editorial boards of leading academic journals both in Ukraine and worldwide.

Faculty members also actively participate in international internships, academic mobility programs such as ERASMUS+, and scientific conferences held in Poland, Germany, the United Kingdom, Finland, the Czech Republic, Latvia, and the USA.

The Department of Marketing and Business Administration trains highly qualified researchers through PhD and doctoral programs. Between 2014 and 2024, the Department’s faculty and postgraduate students have defended 2 Doctoral dissertations and 10 PhD theses addressing current issues of international business and marketing.

Currently, the Department focuses on enhancing the research activities of students and postgraduate researchers to identify talented youth for further study in Master’s and PhD programs and to prepare highly qualified specialists with advanced analytical and strategic thinking. Students trained by the Department’s faculty are multiple winners of national competitions in student research projects across various disciplines. From 2015 to 2024, students of the Department received 31 awards at All-Ukrainian student research competitions and 15 prizes at national student Olympiads.

The Department’s faculty members are authors of monographs, textbooks, teaching manuals, and scientific articles published in Ukrainian and international journals, addressing current issues in marketing and economic development.
Between 2014 and 2024, the Department published 66 monographs, 5 textbooks, 34 study guides and reference books, and 431 scientific articles, including 143 in international journals, 90 of which are indexed in international scientific databases (Scopus, Web of Science, etc.), and 121 in Ukrainian journals also included in such databases. Among them, 213 articles were published in peer-reviewed professional journals.

Research Practice and Student Involvement

The goal of the research internship is to provide students with experience in independent research work, mastery of research methodologies, and the deepening of theoretical knowledge in marketing, as well as the collection of empirical data for their Master’s thesis.

Sample Research Topics:

• Analysis of international markets
• Study of consumer market behavior models in times of crisis
• Development of competitive strategies for market participants in Ukraine and abroad
• Market coverage and product positioning strategies
• Product promotion strategies

The research of young scholars is focused on developing recommendations for forming adaptive business strategies under destabilizing conditions.
The expected outcome is to contribute to the recovery and modernization of Ukraine’s socio-economic development within global transformation processes. As part of the double degree program, students annually conduct and defend Master’s theses under joint supervision of professors from Italy and Ukraine, with opportunities to continue scientific cooperation in PhD programs and to prepare joint research publications based on the results of their studies.

Every year, the Department develops new academic courses incorporating modern teaching methods, including up-to-date situational exercises and case-based assignments.