Forecast for the Development of the Marketing Paradigm in Higher Education until 2035: Scenario Analysis and Strategic Imperatives

Svetlana A. Kucheryavenko and Maria S. Starikova
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Svetlana A. Kucheryavenko: Belgorod State National Research University
Maria S. Starikova: Russian Presidential Academy of National Economy and Public Administration

Economics. Information Technologies, 2026, vol. 53, issue 2, 342-347

Abstract: Modern higher education operates in a VUCA environment shaped by digitalization, the growing pressure of the ESG agenda, and a paradigm shift in organizational thinking toward an ecosystem-based approach. In this context, traditional strategic marketing concepts focused on discrete markets and linear interaction models are losing their relevance. This study examines the evolution of the marketing paradigm in higher education-including its conceptual foundations and strategic guidelines-taking into account global socioeconomic, technological, demographic, and educational trends through 2035. The purpose of this article is to theoretically substantiate and describe the transformation of university strategic marketing within the framework of an ecosystem approach. It concludes that in the new paradigm, the university acts not as a provider of educational services, but as a curator of human capital, a platform for knowledge co-creation, an architect of social change, and a hub for global networks. The need to rethink the goals, methods, and indicators of strategic marketing activities is substantiated. The article contributes to the development of strategic marketing theory in higher education by offering a conceptual framework for universities striving for sustainable development and is a continuation of the authors' research in this area.

Keywords: higher education marketing; national research universities; digital transformation; esg; artificial intelligence (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:eul:ecoinf:v:53:y:2026:i:2:p:342-347

DOI: 10.52575/2687-0932-2026-53-2-342-347

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