КОРПОРАТИВНІ ІВЕНТИ ЯК ІНСТРУМЕНТ ВНУТРІШНІХ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ СУЧАСНИХ КОМПАНІЙ, CORPORATE EVENTS AS A TOOL OF INTERNAL MARKETING COMMUNICATIONS OF MODERN COMPANIES

<jats:p>The article examines corporate events as an instrument of internal marketing communications in modern companies. The relevance of the study is determined by the increasing importance of internal communications, corporate culture, and employee engagement under conditions of digital transformation and growing competition for qualified personnel. The purpose of the study is to substantiate the role of corporate events in the system of internal marketing communications and to determine their influence on the formation of the corporate environment. The research is based on the methods of theoretical generalization, comparative analysis, systematization, synthesis, and scientific abstraction. Contemporary scientific approaches to internal marketing, internal marketing communications, event management, corporate culture, employee engagement, and employer branding were analyzed. The findings demonstrate that corporate events have evolved beyond traditional recreational activities and should be regarded as an effective instrument of internal marketing communications. Their implementation facilitates the dissemination of corporate values, strengthens interaction among employees, improves internal communications, enhances employee engagement, supports corporate culture development, and contributes to the formation of a favourable corporate environment. The scientific novelty of the study lies in substantiating the place of corporate events within the system of internal marketing communications and in proposing the author's definition of corporate events from the perspective of marketing and communication management. Corporate events are defined as an integrated communication instrument aimed at strengthening corporate culture, improving employee engagement, supporting employer branding, and creating a favourable corporate environment. The study also systematizes the main functions of corporate events within internal marketing communications. The practical significance of the research lies in the application of the proposed approaches to the development of internal communication strategies, corporate culture management, employer branding, and internal marketing communications in modern companies.</jats:p>