Marketing practices of eight Ukrainian technical universities: an exploratory documentary study of public materials for 2025

This dataset documents marketing practices for promoting educational services in public materials of eight purposively selected Ukrainian technical universities for 2025. It contains 27 official sources (university news, announcements, web pages, reports and one partner publication), 30 observations and a derived 40-cell university-by-category evidence matrix. Five non-exclusive categories are applied: traditional, communication, competitive, stakeholder and value-oriented; reported actions, announcements and plans are distinguished. The dataset does not estimate strategy shares, budgets, dominance or effectiveness and must not be used to rank universities; ND means "not documented in the selected corpus". Materials were collected on 25 October 2026. ChatGPT (OpenAI) assisted source discovery, extraction and initial coding; Claude (Anthropic) re-opened all sources at their official URLs and checked every observation; Gemini (Google) audited the earlier version 2.0. These are AI-assisted checks, not human peer review; the resulting decisions are logged. No second independent coder was involved. The author confirmed review and acceptance of all 30 observations and 27 sources on 25 October 2026; no records were rejected. Review status is recorded for each observation and source. The package includes the protocol, codebook, source and observation tables, evidence matrices, verification and decision logs, an Excel view and a reproduction script. Third-party documents are not redistributed; URLs and, where available, Internet Archive snapshots are given.