Formation of Marketing Competencies in Case of Startups Integration into the Intellectualized Market Space

Due to the significant interest in the creation and operation of startups in existing mature markets this study takes place. Attention is paid on the marketing competencies of startup as driving force of this type of companies throughout their life cycle. To achieve the goals of the study, process, system, structural and situational approaches were used. The paper presents the model of startup life cycle with the allocation of opportunities for the formation of marketing competencies, which contains four main stages. The first stage is the generation of an idea, which highlights the competencies of entrepreneurial culture, creativity, development of ideas, i.e. the ability to analyze, to master modern knowledge and apply them in practical situations. The second stage is the intention, i.e. the transformation of the idea into the real business, which includes the ability to multiply scientific values, work in team, use marketing tools in innovations, analyze consumer behavior and identify market characteristics. The third stage is the launch of new business (startup), which includes the ability to measure, quantify the probability of business idea success, determine the necessary of tangible and intangible resources, business planning, search for funding, risk-taking and leadership skills. The fourth stage is the expansion with the ability to demonstrate multifaceted and complex competencies, leadership, strategic orientation and coordination, looking for funding opportunities, the ability to operate on international markets. The key barriers to the integration of startups into the Ukrainian market space are presented, with possible marketing measures to eliminate them. We consider the analysis of effective tools and technologies of high-tech marketing, which would take into account the specifics of attracting venture financing at different stages of the startup life cycle, to be a promising area of further research.