INNOVATIVE PERSONNEL MANAGEMENT OF ENTREPRENEURIAL EDUCATIONAL INSTITUTIONS IN MARKETING STRATEGY AND SMART FINANCIAL POLICY

• Published in: Fìnansovo-kreditna dìâlʹnìstʹ: problemi teorìì̈ ta praktiki (Online) Vol. 3; no. 62; p. 558
• Main Authors: Іванюк, Уляна, Король, Володимир, Цюцюпа, Світлана, Євсейцева, Олена, Пальчук, Олена, Данилейчук, Руслан
• Format: Journal Article
• Language: English
• Published: Kyiv Fintech Alliance 30.06.2025
• Subjects: Financial planning; Higher education; Human resource management; Market strategy; Marketing; Ukraine
• ISSN: 2306-4994; 2310-8770
• DOI: 10.55643/fcaptp.3.62.2025.4813

The article reveals the theoretical foundations and practical aspects of innovative personnel management in entrepreneurial higher education institutions of Ukraine, taking into account the role of marketing strategy and smart financial policy. The study is based on the understanding that in modern conditions of transformation of the educational space, the effectiveness of the functioning of entrepreneurial higher education institutions largely depends on the ability of institutions to flexibly respond to external challenges, invest in human capital and form sustainable competitive advantages through internal renewal of the organizational management model. Particular attention is paid to the analysis of the human resource potential of institutions, the dynamics of employee training, as well as the impact of the volume of expenses on marketing strategy and smart communication policy on the quantitative indicators of the student contingent. The study revealed that the most sustainable development is demonstrated by an institution in which there is a systematic combination of three key elements: professional growth of personnel, strategic marketing activity and optimal financial planning. On the contrary, the lack of a holistic approach leads to a decrease in efficiency even with high costs or the presence of human resource potential. Thus, achieving success in entrepreneurial higher education institutions in modern conditions requires the integration of management tools into a single innovative development model. The article substantiates practical recommendations for improving the mechanisms of personnel management in entrepreneurial higher education institutions with an orientation towards strengthening the role of digital solutions, forming value propositions for applicants, and increasing the transparency of financing and long-term planning of educational processes.