The global pandemic COVID-19, which began in 2020, has brought about new challenges to Ukraine’s higher and postgraduate education institutions. Despite the previous experience of providing online education courses, one of the main challenges to these institutions now remains to perform effective online teaching, which requires a proper theoretical and instructional basis. The study aims to outline efficient online teaching principles and best practices of how online teaching can provide effective interaction in the virtual online classroom with the aid of online learning management systems, online educational technologies, and digital learning tools. The article suggests a framework of twelve principles of effective online teaching determined for higher and postgraduate education that is deployed at five levels grouped according to specific online teaching issues (Level 0. Lecturer readiness, Level 1. Course planning, Level 2. Students’ facilitation, Level 3. Course content dissemination, and Level 4. Course feedback). Each identified principle at every level is covered with examples of specific teaching methods and best practices of how it is used to enhance the effectiveness of online teaching in higher and postgraduate education. To perform most effectively in an online education context, every lecturer should use each level from the developed framework and each principle from the level. However, even a partial application of certain principles will increase the efficiency of the online teaching process. The suggested five-level framework of twelve principles will be helpful for lecturers, professors, and other academic staff of universities and institutes of higher and postgraduate education when providing online and distance education.

This article deals with the obligatory explicitation in the translations of Ukrainian-French literary texts. In the light of previous work, we have highlighted a typology of so-called obligatory, specific and variable explicitations depending on the source-language and the target-language. These include, in particular, the explicitations implied by linguistic asymmetry, which obliges the translator to express more explicitly in the target-language linguistic and textual components implicit or missing in the source-language. Thus, we have proposed a range of explanations attributable to the differences between the linguistic systems of Ukrainian and French which belong to the structural, syntactic and semantic level. Contextual explanations, which we have also examined in the context of the phenomenon of obligatory explicitation, are necessary because of the differences in textual strategies of structuring information and stylistic preferences between languages. They appear especially at the level of elliptical structures resulting from grammatical and semantic constraints.

The article clearly states that pricing in marketing is a system of interrelated methods, concepts, tools, factors, etc., integrated into the market environment, which are united by the typical task of any economic system: maximizing efficiency while minimizing resource costs. A typical approach to price formation in marketing is described, an approach where the price formation process determines the setting of pricing goals as the first step, and the general sequence of price calculation stages is schematically presented. It is stipulated that in marketing activities, pricing is carried out taking into account three main factors: costs, demand and competitive environment, which are related to each other as follows: costs (appearing in the form of cost price) determine the lower limit of the price; demand (the amount of a good that consumers can buy at a given price) determines the upper limit of the price; awareness of the competitive environment allows for price positioning, the price scheme in marketing pricing is also presented. It has been demonstrated that there are objective market circumstances, in view of which the enterprise has no influence on the price situation, and therefore there is no point in spending resources (of various kinds) and efforts on the development of a price policy; and there are market circumstances when the role of price strategy is important and the enterprise must be active in matters of pricing. t is stipulated that one way or another, the pricing policy is focused on the consumer, and the consumer (a person, a group of consumers, a target audience) is the core, in relation to which marketing tools, methods and concepts are applied to satisfy this consumer, while the preferences and consumer goals of people are very different , a product that is practically worthless to one person can be extremely valuable to another, therefore, determining the value of a specific product for a consumer and strengthening the value of this product for him allows to reduce the sensitivity of consumers to the price, which in the process of price positioning allows to reduce the sensitivity of the consumer to prices and bring the price as close as possible to the upper limit of the price determined by demand. Based on the theoretical basis, information from open sources and own research, an algorithm for identifying points of effort in marketing pricing has been developed, which is quite simple and convenient in practical use and involves: 1. Determination of the type of competitive environment for the type of activity under study; 2. Determination of the need for activity of the subject of pricing; 3. Determining which "activity" is needed: price or non-price. It is emphasized that the application of this algorithm will allow efficient use of time and resources in the marketing activities of enterprises.

The article identifies new challenges and potential opportunities for teacher professional development in the context of nowadays Ukrainian education system transformation. The meaning of the research concepts of “transformation”, “modernization” and “reformation” were clarified. The “transformation” is interpreted as profound qualitative changes in the main structural components of the system, which are satisfactory to the challenges of modern society. The conducted literature review determined that the processes and changes in current education system of Ukraine should be defined not as modernization or reformation but as transformation. Nevertheless, the education transformation in Ukraine includes both modernization and reformation. A strong impact on teacher’s professional development maintains: 1) the system of general secondary education since it determines goals, terms, and rules of professional activities, and 2) the system of postgraduate pedagogical education that induces every teacher to find the most satisfactory methods, means and approaches to sustain high productivity and achieve complete self-realization in everyday routine. The current Ukrainian system of general secondary education is under changes performed according to the “Concept of the New Ukrainian School” implemented in the new “State Standard of Basic Secondary Education for 5-9 grades” and “Professional Standard “Teacher of general secondary education institution”. The existing Ukrainian system of postgraduate pedagogical education is revised in accordance with “Procedure for improving the qualifications of pedagogical and research and teaching staff” and conceptual and methodological principles of the implementation of the certification process outlined in the “Framework for continuous professional development of teachers”. The challenges that the new regulatory framework of Ukrainian education generates for teachers in the system of general secondary education and postgraduate pedagogical education are stressed, and new opportunities for teacher professional development are accentuated.

The article stipulates that for the physical education, fitness and sports industry, the use of marketing is quite acceptable, but requires verification, synthesis and adaptation of tools to the specifics of the industry. The development of sports marketing in some literary sources is studied through the selection of sports phenomena: social, economic and political, and a vivid example of market synthesis of the aspects outlined above is the fitness market, which began to grow actively in Ukraine, starting in 2005. It is also determined that for this industry the trainer is a system-forming element, since it is the trainers who are in the plane of permanent interaction with the client, and the "trainer-client" tandem, which is crucial for the successful operation of institutions in this industry. It is substantiated that the use of marketing methods in the form of self-marketing is extremely effective and relevant for a coach, while coaching activity requires possession of a set of diverse knowledge and skills, including: marketing and SMM-management, administration, financial service, pricing, economic analysis (at least - determination of the break-even point), at least minimal knowledge of anatomy, physiology, elements of rehabilitation, psychology, quality time management skills. It is determined that the actual phenomenon of today is the digital component, which is effectively implemented in the sports industry with the help of marketing tools and is developing extremely rapidly. An overview of the most relevant trends in the combination of marketing and digitalization of the sports and fitness industry was carried out: OTT (Over the Top) Content; AI (artificial intelligence), VR (Virtual reality), AR (augmented reality) and MR (mixed reality, Wearables, eSports, Dark Social, Sustainability, Women in sports, Children in sports, Seniors in Sport in combination with the Internet, social networks, databases + "fast" Internet, Sales (Place), Product, Product life cycle, Trend=Target audience, Marketing analysis, Socio-ethical marketing, Market segmentation, Target marketing, Maslow's needs. It was determined that the considered digital products and technologies and marketing tools organically combine and effectively strengthen the development of the industry, while the trend towards individualization actualizes the need for indepth research of the marketing object – an individual or a certain group of people.