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.

Purpose. Recently, foreign economic activity in Ukraine has gradually shifted towards the European Union (EU). The EU’s special interest in the potential of Ukraine’s transit transport lies in the geographical position of the country, which is located on the main routes of international freight traffic. The article aims to study the status and development opportunities in the field of transit freight transport of the Ukrainian railway joint-stock company (JSC Ukrzaliznytsya) within the framework of European integration. Methodology. The article presents the analysis of the activity of the JSC Ukrzaliznytsya in the field of transit freight transport for the period of 2005-2017 and outlines the strategic prospects for its development as a significant transit route considering the conditions of European integration. The methodology included theoretical and practical research using statistical methods; methods of comparative analysis; ABC analysis method; and taxonomic method. Results. The JSC Ukrzaliznytsya was analysed to determine the status of its activity in the field of transit freight transportation for 2005-2017. A structural-dynamic analysis was made to estimate cargo volumes transported by railway enterprises and related revenues. 18 types of cargo were identified using the ABC analysis method based on two indicators, namely, “volumes of transportation” and “revenues from cargo transit”. Also, taxonomic indicators of the level of system development were considered and revenues from cargo transit for the analysed period were estimated. Finally, recommendations were proposed regarding the development of a joint-stock company as a strategic cargo transporter under the conditions of European integration with Ukraine. Practical implications (if applicable). The results of the conducted research and performed calculations confirmed the need to refocus the management activity of the JSC Ukrzaliznytsya in the field of cargo transit towards strategically important cargoes, which have the largest share in the structure of financial results. This will enable the company to achieve its leading role as a strategic transit carrier of the European Union in the near future.

This study analyzes the impact of social, ecological, and economic components on achieving Sustainable Development Goals (SDGs) in seven selected countries for the period 2000–2022 (Australia, Canada, Germany, the Netherlands, Switzerland, the United Kingdom, the United States). Using data from the Sustainable Development Reports 2017, 2019, and 2023, a correlation and regression analysis was conducted to assess the relationships between the components and the SDG Index. The results demonstrate a strong positive relationship between social, ecological, and economic factors and progress towards achieving the SDGs, with variations between countries. The study revealed the limitations of aggregated data analysis that negatively affect the implementation of the planning function. The research highlighted the importance of a country-by-country approach in assessing sustainable development progress. The results underscore the importance of developing tailored strategies for achieving the SDGs, which are sensitive to each country’s specific conditions, strengths, and weaknesses in different aspects of sustainability. These conclusions are important for the shaping of policies and strategic planning for achieving the SDGs.

ADVANCED VOCATIONAL TRAINING OF ENVIRONMENTAL PROFESSIONALS FOR PROVIDING SUSTAINABLE DEVELOPMENT OF RAILWAYS OF UKRAINE ON THE WAY TO EUROPEAN INTEGRATION