This article demonstrates the relevance of a comprehensive assessment of a region’s marketing potential in the context of digitalization, which makes it possible to identify hidden competitive advantages, new opportunities for developing sales channels, and the reasons for the slowdown in the growth of gross regional product. The purpose of the article is to develop the theoretical and methodological foundations for shaping a region’s marketing potential, taking into account the vector of digitalization. The study employed general scientific and specialized research methods: comparison, generalization, synthesis, systems analysis, logical-dialectical analysis, and others. The information base of the study consists of monographs, specialized literature, informational and analytical materials, as well as domestic and foreign scientific periodicals. The theoretical and methodological foundations for forming a region’s marketing potential, taking into account the vector of digitalization, have been developed. Monographs, specialized literature, analytical materials, and domestic and foreign scientific publications, which constitute the information base of the study, have been analyzed. Based on a content analysis of the literature, three approaches to defining marketing potential (resource-based, outcome-based, and target-based) have been identified, and their advantages and disadvantages have been systematized. An original structure of a region’s marketing potential is proposed based on the functional orientation of its formation and utilization using digital resources. An algorithm for organizing the mechanism of interaction among the components of the potential of the region’s economic entities under the influence of digital technologies is defined. It is demonstrated that the rational use of digital communication channels, the implementation of modern marketing information systems and technologies contributes to increasing the efficiency of business processes, optimizing interaction at the level of local self-government bodies and state authorities, as well as expanding sales markets through the formation of new logistics chains. 

potential, marketing, marketing potential, marketing resources, digital marketing channels, digital technologies 

The theoretical issues of the essential understanding of the labor potential of the regions of Ukraine are considered and the author’s approach to its assessment is proposed. It is noted that the introduction of digital technologies into economic activity causes a change in the nature of people’s labor activity. Attention is focused on the educational and scientific components of the labor potential of the workforce as a determining factor of labor capacity in the conditions of digitalization in order to assess the total ability to work of the population of the region through the prism of the possibility of perceiving and increasing the achievements of scientific and technical thought in the conditions of the challenges of digitalization and threats of wartime. The level of education of the workforce in the context of the regions of Ukraine is analyzed. Structural shifts in employees involved in scientific research and development by personnel categories in the regions of Ukraine are identified. The qualification composition of researchers in the regions of Ukraine is analyzed. A slowdown in patent activity in Ukraine over the past five years is identified. Ukraine is characterized by a low level and a downward trend in the dynamics of the number of researchers per 1 million population compared to neighboring countries. The state of the labor potential of the regions of Ukraine in 2021 was determined using the integral assessment method based on group integral indices of two blocks: educational and intellectual. It was established that the educational component of the labor potential of the workforce in the regions of Ukraine has achieved a significantly higher level compared to the scientific one. The regions of Ukraine are grouped into three classes depending on the achieved level of labor potential of the workforce. A low level of labor potential of the workforce was identified for most regions of Ukraine. The labor potential of the workforce was assessed at a high level only in the city of Kyiv due to the high level of both educational and scientific potential. 

labor potential, labor potential assessment, region, level of education of the workforce, intellectual potential, integral assessment