The third mission of the university in the context of war and post-war recovery

The modern concept of open innovation highlights the role of technology transfer from universities to the business environment. An increase in technology transfer efficiency is one of the tasks assigned to Ukrainian universities by the state. The nature of technology transfers in the world and the role of universities in this process call for revising traditional approaches to its production in Ukraine. This stipulated the substantiation of theoretical and methodological principles of technology transfer from universities to the business environment, which should serve as a fundamental platform for further economic, technological and other actions in the innovation development of Ukraine. For this purpose, the modern theoretical and applied components of technology transfer from universities to the business environment are researched; the theoretical and methodological principles of technology transfer are determined and the conceptual approach to understanding technology transfer from universities to the business environment is proved. To achieve the tasks at hand, the background and trends in technology transfer from universities to the business environment have been researched; the role of universities in modern technology transfers is analyzed; the peculiarities and potential of the scientific area of Ukraine are considered; the influence of university technology transfer centers on the universities’ academic entrepreneurship has been studied; the nature of knowledge transformation during the technology transfer is substantiated; the influence of technology transfer on the university subsystems is considered; the effects of technology transfer are investigated; models of interaction in the system “University – Governmental Authority – Business” are studied; and modern approaches to the technology transfer from universities to the business environment are researched. Given the research conducted, theoretical and methodological principles for technology transfer were formed, which conceptualize the technology transfer from universities to the business environment.

The improvement of global Internet access and the COVID-19 pandemic, which necessitated mass testing of online teaching methods, have forwarded the competition between higher education institutions from the regional level and the struggle for the rich student into the competition for students in all countries. The paper aims to determine the influence of the rating of higher education institutions on the interest of Internet users by conducting a comparative analysis of the popularity of the official names of higher education institutions in search queries in Ukraine and Poland. To do this, a comparative analysis of the change in the interest in leading higher education institutions in Ukraine and Poland in search queries in the Google search engine is carried out. The analysis is performed using the Google Trends web application. As a result, it is found that a high position of the university in the national ranking does not guarantee more search queries about it on the Internet by both national Internet users and users from the neighboring country. In general, Internet users continue to be most interested in universities located in their region at the time of the search.

The marketing environment of universities’ activities in Ukraine is changing dramatically. As a result, the system of chances and risks for universities is constantly changing. Therefore, timely detection of changes in the marketing environment and effective management ensure the competitiveness of the universities. The aim of the article is to identify the marketing environment dominants of the Ukrainian universities, as well as to assess the efficiency of marketing tools application in the system of universities’ management. On the basis of statistical and primary data analyses, the higher education market in Ukraine both at the state and regional levels has been assessed and the university’s dependence on market sources of funding has been substantiated. As the modern domains of the marketing environment of universities, changes in the distribution of state-funded places, the impact of external independent testing, and the intensification of competition between universities are determined. The influence of external independent testing on structural intersegmental changes concerning the choice of specialties of universities’ entrants is proved. The comparative characteristics of the marketing management tools in Ukrainian and Polish universities are considered. The obtained results outline the importance of strengthening the marketing orientation of management in universities.