Управління маркетинговою діяльністю підприємства

Abstract

Relevance of the research topic. The digitization of financial services has fundamentally transformed the competitive environment of the Ukrainian banking market. Traditional approaches to attracting and retaining customers are no longer effective, as consumers are shifting to digital channels and expect seamless, personalized interactions. With this in mind, research on marketing management in digital banking has gained significant academic and practical relevance – especially for institutions that have built their entire business model around providing online services and acquiring customers based on data. The theoretical and practical dimensions of enterprise marketing management have been examined extensively in the works of both international and Ukrainian scholars, including P. Kotler, K. L. Keller, P. F. Drucker, A. Chernev, G. Hooley, N. A. Morgan, S. L. Vargo, R. F. Lusch, A. Payne, S. S. Harkavenko, and O. V. Zozulev, among others. Monobank, as Ukraine’s first mobile-only bank, managed within a short period to capture a significant share of the market and build a loyal customer base through a distinctive marketing strategy – making it a compelling subject for academic investigation. Examining Monobank’s experience in marketing management allows for the identification of key success factors for digital financial services and the development of recommendations for improving marketing effectiveness in the banking sector. The aim of the research is to analyze the marketing management system of Monobank and to develop practical recommendations for enhancing its effectiveness in the context of the digitalization of banking services. To achieve this aim, the following objectives have been formulated: - to investigate the essence, goals, and objectives of enterprise marketing management; - to characterize the principles and functions of enterprise marketing management; - to describe the marketing management process and its main stages in the Ukrainian context; - to present the organizational and economic characteristics of the enterprise; - to analyze the marketing management system of the enterprise; - to evaluate the effectiveness of marketing activities and identify problems in their management; - to develop strategic directions for improving marketing management, along with measures and recommendations for optimizing the organizational structure of marketing management. The object of the research is the marketing management process in a digital bank, examined through the case of Monobank. The subject of the research comprises the theoretical, methodological, and practical aspects of organizing and improving Monobank’s marketing management system within the conditions of a competitive financial services market. Research methods. To achieve the stated aim, the study employs a combination of general scientific and specialized research methods. The systems analysis method was applied to examine the bank’s marketing management system as an integrated set of interrelated elements. The methods of analysis and synthesis were used to study individual components of marketing activity and to construct a comprehensive understanding of the management system as a whole. The comparative analysis method was applied to benchmark Monobank’s marketing performance against competitors and to identify its competitive advantages. SWOT analysis was used to determine the strengths and weaknesses of the bank’s marketing strategy as well as the opportunities and threats present in the external environment. Statistical methods were employed to process empirical data and identify trends in the development of marketing activity. Economic analysis methods were applied to evaluate the effectiveness of marketing initiatives and to assess the overall performance of the enterprise’s marketing activities. Analytical and logical methods were applied to substantiate the proposed recommendations and evaluate their potential outcomes. The practical significance of the results lies in their direct applicability to Monobank’s existing marketing management system. The findings of the study identify concrete gaps in the current approach. Based on these findings, actionable recommendations are provided for optimizing Monobank’s marketing communications, strengthening its digital promotion channels, and enhancing its customer loyalty programs. The proposed strategic directions are grounded in an analysis of Monobank’s actual market position, competitive environment, and internal capabilities. This makes them directly relevant to the company’s ongoing development in Ukraine’s digital banking market.