MARKETING STRATEGY IN THE DIGITAL SPACE

The aim of the research is to determine the preconditions for integration the Ukrainian digital market into the EU's Digital Single Market. The article is devoted to the definition of preconditions integration of Ukraine into a single digital market EU in accordance with the realities of the domestic market digital integration priorities. The article is identified trends in the development of Ukrainian market of digital technologies, comparison of individual indicators it development of appropriate indicators of the EU countries, revealed the degree of difference between these principles and trends, directions outlined measures to solve the problem "digitalization" Ukraine and creation of favorable conditions for cooperation with the European Union in the field of information and communications technology and future integration into the EU single digital market. It also identified high priority digital media channels and reasonable "gap" priorities of digital media distribution channels, due to the level of ICT use in countries. The paper analyzed Internet Stats and Facebook Usage in Europe and the necessity for priorities of the digital media space, depending on the selected region of the distribution at the stage of development of a marketing strategy. The research employed the following methods: monographic and descriptive, analysis and synthesis, comparative analysis, and statistical analysis.

Translanguaging as an Aspect of ESP Acquisition in Non-Linguistic Universities

This article seeks to develop Translanguaging as a theory and an efficient ESP classroom practice. We consider Translanguaging at linguistic and linguodidactic (spontaneous, or preplanned) levels. Our findings may be of certain practical value for ESP teachers, hesitant about acceptance of Translanguaging for building rapport with students, creating a positive learning environment and aiding their acquisition of target language. We contextualize Translanguaging in the ESP classroom realities of the State University of Economics and Technology (Ukraine), National University of Tashkent, Bukhara State University (Uzbekistan) and Samara State Technical University (the Russian Federation). The study was based upon the online survey of teachers’ attitude towards Translanguaging and their practice of translanguaging in ESP classrooms. In order to obtain reliable information and to explore the topic rigorously we applied a combined-method design, integrating quantitative and qualitative approaches. The paper provides empirical results on the role of translanguaging in ESP classrooms, the expediency of using the translanguaging strategy in ESP classes and its "legitimization" in the methodology of teaching, the extent of using Translanguaging by university teachers and students, evaluations of Translanguaging shortcomings and benefits. Studies have shown that translanguaging is both an efficient learning tool and a useful teaching method if pedagogical activities are designed thoroughly