The purpose of the study is to analyze current trends in the dynamics and structure of the investment activity of the population of Kazakhstan and develop recommendations for increasing the level of individual investment in order to improve the welfare of the population while increasing investment in the national economic system.The research methodology includes the use of such methods as statistical and quantitative analysis of the indicators; qualitative analysis of previous research; surveys to reveal investment opportunities and preferences of the population and graphical methods for visualizing the results of the study.Originality / value of the research. The relevance of the study lies in the systematization of data on motivation, investment tools, level and structure of the investment behavior of the population in the context of post-pandemic and global economic crisis factors. The conclusions obtained determine promising areas for increasing involvement of the population in the investment process and will contribute to further research in the fi eld of fi nancial literacy of the population, stimulating retail investment in the fi nancial and stock markets.Findings. The study revealed a tendency to shift investment preferences of the population from deposits in second-tier banks to stock market instruments and low level of investment involvement of the population compared with the indicators of developed countries. The research studies investment products that appear promising for a massive attraction of household savings to the stock and fi nancial markets and suggests directions of state stimulation of the growth of investment activity of the population.

The article is devoted to studying the promotion of university educational services in the digital environment and developing recommendations for increasing the effectiveness of this area of their marketing activities. A review of the literature and the use of general and unique methods of scientific cognition made it possible to clarify the role of Internet tools in the communication patterns of a modern university and determine groups of external and internal target audiences. It has been established that the primary means of university digital media communication are the website and social networks. An analysis of the digital profiles of universities on websites made it possible to identify shortcomings related to both the content and the technical side: problems with updating and duplicating information, non-compliance with the sequence of stages of the sales funnel, restrictions on access to information, difficulty in navigation, and lack of mobile versions. Audit and content analysis of university social networks were conducted using quantitative and qualitative indicators. Quantitative analysis revealed the most significant demand for such platforms as Instagram and Facebook. The quality of using social networks as promotion tools is reduced due to the lack of corporate identity and poor consideration of the interests and needs of the target audience. The authors compiled SWOT-analysis of strengths and weaknesses, opportunities and threats of Internet resources of Kazakhstan universities and proposed stages, structure and content of the strategy for promoting university educational services in the digital environment.

The object of research is the internal structure of management in universities. The research problem is to confirm the causal relationship between management and rating. Higher education is one of the most important indicators of the level of development of the state. That is why many countries of the world attach great importance to the issue of the quality of higher education. Different international and national university ranking systems of universities were created to reflect the quality of education in the corresponding higher educational institutions. Currently, university ranking includes such criteria as quality of education, indicators of employment of university graduates, the demand for the graduates in the labor market, the symbiosis of science, education and business, and mobility of students. These indicators are a direct result of effective management in universities. Based on this hypothesis, the paper makes an assumption about the possibility of clustering universities in the Republic of Kazakhstan in order to determine the effectiveness of management. The authors consider three clustering models: clear and fuzzy clustering based on k-means and agglomerative cluster analysis. It should be noted that the clustering of universities makes it possible to determine some consistency in relation to the organization of university management. The division of universities into clusters according to the degree of deterioration in management makes it possible to create a kind of hierarchical ranking of the organization of management of university activities. This creates prerequisites for analyzing the internal structure of management in leading universities with the purpose of studying and adopting these practices by universities in lower clusters

Annotation: Balanced and effective formalization of rules of corporate management are important for companies to implement reliable strategies and sustain on market. The paper outlines the board of directors' responsibility within the OECD principles of corporate management. As the author states, relations between board of directors and a company management must be essentially improved in Kazakhstan. It is argued that the current state of board directors' authority in Kazakhstan companies does not provide their involvement in developing and controlling strategic course and values on market.