The article highlights the issue of digitization components in Ukraine. The study aims to show the importance, the current state of digitalization, and its main components, which are determined by international competitiveness rankings indicators. The author’s analysis methodology, based on a combination of domestic and international methods of the competitive digitalization indicator, is used for the study. The study’s relevance is indicated by the globalization processes and general economic trends towards digitalization. The study results show the current digitization state in the Ukrainian economy and also Ukraine’s world position on various digitalization parameters. The greatest strengths are the intellectual capital in Ukraine; the weakest sides are the country’s technological level and readiness to a volatile market. Also, the digitalization of Ukraine is accompanied by problems, which include the reform of the labor organization in IT companies, cybersecurity problems, and a lack of investment. The study has practical value in its application to developing strategies for digitalization development. Further research will improve the process for developing different aspects of digitalization.

The rapid advancement of digital technology is altering the skillsets required of specialists. In today’s world, a competitive analyst working in the field of economics must possess not only professional skills, but also digital competence, which encompasses not only digital skills, but also a body of knowledge and perspectives on the nature and role of information technologies and opportunities, as well as relevant legal and ethical principles. The article examines modern theoretical foundations and approaches to the development of digital literacy in lifelong learning processes: specifically, one of the tools for determining the level of formation of digital competence using the Tsifrogram test (which is based on the conceptual model of digital competence of citizens DigComp - The Digital Competence Framework for Citizens) is described and analyzed in depth. The study was conducted using competence-based, personality-activity, and communication techniques. The economic analyst training program featured active and interactive teaching methods and practices. The findings of a study on the level of digital competence formation among university students of economic specializations are provided. The most important suggestions for improving students’ digital competence are studied, selected, and highlighted. It is proposed to build a roadmap for boosting students’ digital competency during their university studies in the future.

European integration opens wide opportunities for Ukraine to cooperate with developed European countries, strengthening its position in the international arena. Export potential is the potential ability of a country to export goods or services. Exports of goods and services to EU countries in 2020 were $ 21.9 billion (37.1% of total exports), including exports of goods – $ 18.6 billion, exports of services – $ 3.3 billion. Compared to 2019, exports of goods to EU countries de- creased by $ 2.1 billion (10.3%). The export structure is dominated by agriculture products, the food industry (35%), and the metallurgical complex (16.7%). The greatest exporters of Ukrainian goods were the following EU countries: Poland ($ 3.3 billion or 6.71% of total exports of goods), Germany ($ 2.1 billion or 4.27%), Italy ($ 1.9 billion or 3, 86%), the Netherlands ($ 1.8 billion or 3.66%), Hungary ($ 1.3 billion or 2.64%), Romania ($ 1.1 billion or 2.24%). The analysis of the export potential of Ukraine shows the raw material structure of exports. Integration into the EU market as a raw material supplement is dangerous for the country because it can consolidate technological dependence on developed countries. Increasing the share of goods with a high level of processing increase the stability of export income. Promising areas of exporting activity are science-intensive industries: electronics, production of automation, technical means for non-traditional types of energy, new types of materials, biotechnology, etc. To transition Ukraine to the exporting of knowledge-intensive innovative products and successfully enter world markets, the Export Strategy of Ukraine (Roadmap for Strategic Trade Development) has been developed, which identifies the following promising sectors: information and communication technologies, software development, creative services, tourism, maintenance and repair of aircraft, production of spare parts and components for the aerospace and aviation industries, mechanical engineering, food industry. Sectors are grouped into clusters. An individual sectoral strategy is developed for each sector. Key words: export, export potential, European integration, goods, competitive advantages, market, sector.