Integration of Marketing Budgeting into Enterprise Financial Manage-ment: Public Administration Dimension of Reforming the State-Owned and Municipal Sectors of Ukraine’s Economy

Abstract

The article presents a comprehensive study of public administration mechanisms for integrating marketing budgeting into the financial management of enterprises in Ukraine’s state-owned and municipal sectors, drawing on the 2024–2026 reform. The regulatory framework of this reform is systematised: Law of Ukraine No. 3587-IX of 22 February 2024, which renewed the corporate governance framework for legal entities with state participation; Law No. 3723-IX of
22 May 2024; Law No. 4196-IX of 9 January 2025; Cabinet of Ministers Order No. 798-r of 23 August 2024; Cabinet of Ministers Resolution No. 1369 of 29 November 2024, which approved the State Ownership Policy and the State Dividend Policy. A working definition of marketing budgeting is proposed as a subsystem of the enterprise’s financial plan that, under the reformed state sector, acquires a new function – an instrument for fulfilling owner’s expectations (letter of expectations) formulated in accordance with the OECD Guidelines on Corporate Governance of State-Owned Enterprises in their 2024 edition. Two public administration mechanisms central to such integration are substantiated: the mechanism of mobilising internal societal resources through digital transformation of planning and monitoring procedures, and the mechanism of incorporating accessibility requirements laid down in the National Strategy for Creating a Barrier-Free Environment until 2030 and the 2025–2026 Action Plan. It is shown that in the practice of JSC Ukrposhta, JSC Ukrzaliznytsia, and SOE NNEGC Energoatom, the application of these two mechanisms has progressed asymmetrically – substantially in the digital contour and noticeably weaker in the barrier-free contour. The regional projection of the reform is systematised on the material of the Lviv, Dnipropetrovsk and Kharkiv oblasts. The need to introduce a reference architecture for marketing budgeting in the state sector, with a unified classifier of marketing campaigns and open data, is substantiated.