Digital Transformation of Marketing in Higher Education Institutions: Poland, the Czech Republic, and Ukraine in the Shadow of War

The results of a questionnaire survey of employees at higher education institutions in Poland, the Czech Republic, and Ukraine on the status and prospects of the digital transformation of marketing are presented. The barriers to the digital transformation of marketing are investigated. It is found that the consistency of views on the status and prospects of digital transformation of marketing among higher education institution employees does not depend on the institution's form of ownership. The results of this investigation are particularly important for managers of higher education institutions in the European Union. The Ukrainian experience has raised awareness of the situation under wartime conditions, which may serve as a precedent for future decision-making by European Union higher education institutions under conditions of uncertainty.