STAKEHOLDER-DRIVEN HR-MARKETING IN THE EDUCATIONAL ECOSYSTEM: AN INTEGRATED MARKETING FRAMEWORK FOR HUMAN CAPITAL COMPETITIVENESS IN WARTIME UKRAINE

Maryna Us

doi:10.37734/2409-6873-2026-2-40

Maryna Us Simon Kuznets Kharkiv National University of Economics https://orcid.org/0000-0002-4849-0331

DOI: https://doi.org/10.37734/2409-6873-2026-2-40

Keywords: HR-marketing, marketing analytics, marketing communications, educational stakeholders, human capital competitiveness, educational system sustainability, SEHA-model, marketing research, wartime economy, interaction marketing

Abstract

Purpose. Develop and substantiate the SEHA (Stakeholder–Ecosystem–HR–Marketing–Analytics) model explaining how stakeholder interactions among education, science, business, and civil society shape system sustainability and human capital competitiveness during wartime in Ukraine. Research methodology based on stakeholder theory, HR-marketing, employer brand, and service-dominant logic; applies stakeholder analysis, marketing analytics, and secondary data. Results. Identifies five regularities of stakeholder marketing interaction: HR-marketing synergy; signal determinism; analytics-navigation effect; trust acceleration; digital communication compensation, systematized within a four-layer SEHA model. Significance of the research results. Provides a framework for stakeholder marketing strategies in crisis and recovery.

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