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The monograph describes research methods and geoecological assessment of polder lands. The history of research and practical use of surface waters of the Kaliningrad region is characterized, modern problems of their geoecological state are revealed. The characteristic of polder lands as complex natural and economic systems is given, the necessity of geoecological studies of the catchments of small rivers located on them is substantiated. A methodological approach has been developed to assess the geoecological condition of the basins of small watercourses through the combined analysis of hydrological, hydrochemical and geoecological data. Hydrological calculations of the key characteristics of the river flow of small watercourses of polder lands were carried out, the dependencies between them were revealed. Field studies were carried out, hydrochemical data sets were obtained on the rivers of polder lands for four hydrological seasons of 2020-2021. Retrospective hydrochemical information has been processed. The prevailing pollutants, integral indicators of water quality and the main sources of pollution are calculated. Based on the results obtained, a scheme of spatial distribution of pollution of the river network of polder lands is constructed. The geoecological condition of the basins is assessed on the basis of a complex of natural and anthropogenic data; based on the result obtained, recommendations for its improvement are given. It is of interest to specialists in the field of geoecology, hydrology, hydrochemistry, environmental management and environmental protection.

Аннотация. Исследован современный маркетинговый подход к совершенствованию учебного процесса и инфраструктуры университета с целью усиления его конкурентоспособности. Предложена модель маркетинговой образовательной среды вуза. Актуализирована необходимость диагностики «узких мест» в работе функциональных подразделений университета в переходный период к знаниевой парадигме экономического развития страны. Изложен опыт кафедры маркетинга ФГБОУ ВО «Государственный университет управления» в проведении ежегодных маркетинговых исследований для изучения возможностей повышения качества обучения и инфраструктуры университета с использованием метода студенческих консалтинговых команд. Описаны отличительные особенности данного метода и специфика его применения в весеннем семестре 2020 г. с акцентом на виртуальные команды в условиях пандемии COVID-19. Сформулированы дискуссионные вопросы и перспективы дальнейших научных изысканий в данной области.

The article is devoted to the problem of brand promotion management in accordance with the 2030 Agenda for Sustainable Development adopted by UN for years 2016–2030 for all countries of the world. The authors of the article point out that in the new realities implying an intensive use of digital and Internet technologies in communication processes, there is a problem of the carbon footprint increasing due to the use of the Internet and its supporting systems. The necessity and possibility of leveling digital garbage through effective brand communications management are examined. The study is based on the use of general scientific methods. According to the conclusion of the authors, when creating a brand communication system, organizations should competently approach the development of annual promotion programs, taking into account the sustainable development agenda as much as possible. The novelty of the study lies in the development of the structure and content of a brand promotion program whose use will make it possible for a company to form long-lasting relationships with its customers and other stakeholders, which can be based on creating additional value in the process of jointly solving tasks in order to achieve sustainable development goals. In the structure of the brand promotion program proposed, a special place is given to analytics that allow to define achievable goals and identify target groups ready to cooperate in the pursuit of common goals, creating additional value. The findings of the study can be applied by companies interested in brand capital growth through strengthening the brand’s position in the experience of consumers and the public as well as establishing the idea that the brand is sustainable and socially responsible.