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.