Creative мarketing: мodern approaches in education and business

The essence and role of the concept of «creativity» as a strategic resource for marketing activities in the context of digitalization, social transformations, and military challenges are investigated. It is established that creativity is a key factor in business competitiveness and the effectiveness of educational practices. The practices of using creative marketing in higher education institutions in Ukraine – Taras Shevchenko National University of Kyiv and Taras Shevchenko National University of Lviv – are considered, where digital content contributes to the formation of a positive image of institutions and the attraction of applicants. In summary, the development of creative thinking in business and education is a prerequisite for innovative growth and economic sustainability.