On December 12, 2025, a reporting seminar by a fourth-year postgraduate student, Makerska Victoriia (scientific supervisor – Doctor of Economics, Associate Professor Nataliia Letunovska), was held at the Department of Marketing. Victoriia’s dissertation research focuses on the current issues surrounding the digital transformation of small and medium-sized enterprises (SMEs) in uncertain conditions.
During the presentation of the results of her scientific work, the postgraduate student provided a thorough analysis of scientific activity in the research topic and outlined the key factors influencing the activities of enterprises in the field of customer relationship management. The speaker paid particular attention to the growing role of CRM systems in fostering long-term relationships with consumers, emphasizing their importance in enhancing the sustainability and efficiency of small and medium-sized businesses. As part of the dissertation research, interviews were conducted with representatives of Ukrainian SMEs to explore the use of digital solutions in customer relationship management and the impact of destabilizing factors on commercial activities. The generalization of the results obtained enabled the author to develop a roadmap for a mechanism to increase the efficiency of customer relationship management in uncertain conditions. A lively discussion of the dissertation research results with the marketing department lecturers contributed to identifying possible directions for further refining and strengthening the work at the final stage of its preparation.