The pace and scale of the digitalization of today's global information society open up new opportunities for business. At the same time, they set new challenges for business owners and managers in the field of marketing. Given this fact, the purpose of the study was to present the impact of digitalization on the marketing activity of the enterprise in the field of services by promoting the use of online sales via electronic distribution channels, social networks, and mobile applications. A comparative system of estimating the parameters of the influence of digitalization on the marketing activity of the enterprise was proposed as a confirmation of this impact. Based on the developed "tree of goals," the dynamics of the digitalization of services were projected and the prospects of development of this sphere of activity were outlined. For testing the proposed methodology, the railway passenger transportation company (JSC "Ukrzaliznytsia") was chosen as the object of the research. Research methods used in the study include: (1) statistical; (2) SWOT analysis; (3) systematization, comparative, and structural-dynamic analysis; and (4) an expert survey. As a result of revealing the impact of individual elements of digitalization on the level of marketing activity, the number of recommendations regarding the development of digitalization of electronic ticket sales services and their accounting for enterprises dealing with railway passenger transportation were proposed.

The existence of such phenomena and processes as production, enterprise, management, as well as their creators, or those who perform them, personifies, namely: staff, managers, owners cannot exist in reality outside of individual and social production. In this case, the production of not only material goods, but also material goods is understood. Accordingly, the need as such can also be met differently and to varying degrees, depending on the quality, the level of development of those factors of production that are used in the enterprise through effective management. Currently, the main trends of effective leadership phenomenon associated with the transition from command to sole leadership, leadership from the vertical to the virtual and latent, tight localization of its leader to free movement. In this case, the article examines the vision of scientists on the composition and peculiarities of formation of leadership qualities of a manager in modern conditions in order to ensure effective management of the enterprise. Also, the analysis of effective leadership initiatives at the organizational environment level in turbulent economic conditions is conducted. However, given the pace of development of modern society in general, and economic relations in particular, we consider it necessary to express the view that an effective leader does not necessarily have stable qualities that differentiate him from other people. After all, what is required of a leader can very often depend on the circumstances. It's corny, but it's true. History knows many leaders who have found their time and place, whose qualities have lost their appeal as the situation has changed. Yes, some uncompromising managers who have been able to overcome managerial crises are not capable of being effective leaders in other circumstances. And their more flexible counterparts adapt to changing priorities and lead their people. Currently, the main trends in the development of the phenomenon of effective leadership are related to the transition from single to team leadership, from vertical leadership to virtual and latent, from rigid localization of the leader to his free movement

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Modern conditions and rapid scientific and technological development are leading to radical changes in labor markets. Technology is replacing manual labor, which reduces the demand for labor. Globalization and the expansion of international trade relations are also leading to migration between countries. The education system employs more than 700,000 people who need continuous professional development and improvement. Under the influence of negative environmental factors, elements of non-formal education are becoming increasingly important. Ukraine, as a part of the world economy, has its own peculiarities of the labor market, which need to study and provide recommendations for further reform. Thus, the study of changes in the educational process against the background of war and hostilities is becoming increasingly important and requires detailed research.