DIGITALIZATION OF EDUCATION AS A DRIVER OF DIGITAL TRANSFORMATION OF UKRAINE

The article analyzes the development of the education system of Ukraine, taking into account the potential of digitalization in the context of globalization. A specific object of research is the process of transformation of the education system through the introduction of digital services and technologies. In order to conduct a comprehensive assessment of the digitalization potential of the educational system of Ukraine, the disadvantages and advantages of digitalization of educational institutions are analyzed using the example of the implementation of distance learning. The process of digitalization of modern education under the influence of the process of universal computerization and the requirements of the modern information society is considered. Examples of modern computer technologies that are already used in the learning process, their impact on society are given. The scheme of the implementation of international experience in Ukrainian educational institutions is given, the norms and directives of the EU governments in the formation and development of the European Higher Education Area are analyzed. The description of international projects to be implemented by universities is presented. The elements of E-learning are introduced into the educational process based on the results of the projects, including measures aimed at improving the quality of educational services and the qualifications of the teaching staff: a series of trainings related to modern teaching methods of education, practical seminars for teachers and students, etc. Structural model of the functioning of the electronic knowledge platform is presented, elements of the platform for providing educational activities in the field of digitalization in Ukraine are described. Based on a review of publications, regulatory requirements and directives, the article discusses the trends in the process of digital transformation of Ukraine

Digital transformations of service marketing: theoretical fundamentals and directions

The conceptual approaches to definition of the purposes, principles and directions of the digital transformation of marketing activity of enterprises offering services according to technologies and methods of Marketing 4.0 have been proved on the basis of modern theories of service marketing. The inclusiveness and customer-focused of digital marketing services have been revealed. The omnichannel of marketing communications on the basis of integration and availability of online and offline channels of service enterprises and clients interaction, digitalization of client managerial experience has been substantiated. The Object of Research: digital marketing of services in the context of the Marketing 4.0 concept. Investigated Problem: the essence and directions of digital transformations of marketing activities in the field of services. Main Scientific results: the inclusiveness and customer-focused of digital marketing communications based on cross-channel interaction and digital managerial models of customer experience have been revealed on the basis of the analysis of theoretical approaches to the characteristics of service marketing and determining the directions of its development in the digitalization of the economy and in accordance with the Marketing 4.0 concept. Field of Practical Usage of Research Results: practical activity of service enterprises on application of digital marketing mix transformations and marketing communications channels. Innovative Technological Product: the main principles and directions of marketing services digital transformation, that is inclusiveness and customer-focused of marketing communications, omnichannel as integration and availability of online and offline interaction channels as well as digitalization of customer experience management have been substantiated. Field of Application of Innovative Technological Product: theoretical researches and practice of digitalization of marketing communications of the service enterprises