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The article considers the problem of activation of people of retirement age during the period of self-isolation and studies education as a means of their activation. As a research method, the questionnaire method was used, which allows us most effectively to find out the features in the attitude of retirement age people who are in self-isolation to personal development through education. It is determined that with the help of education in conditions of self-isolation and in the presence of a modern information society, elderly people want to activate their resources, increase their own professional competence in various fields of knowledge, and master various skills in response to a stressful situation during the situation of self-isolation. It is revealed that most of all during the period of self-isolation, people of retirement age need knowledge from the field of psychology and pedagogy; slightly less in knowledge from the field of medicine and political science; rather low interest in knowledge from the field of agricultural sciences. It is shown that people of retirement age showed interest in computer literacy, knowledge about a healthy lifestyle, history and culture of their native land.

Social activity at all levels of social and professional life in a certain way affects the preservation of stability and further development of society. The article analyzes the features of students' social activity in the digital age. As a research method, the questionnaire method was used, which allows to effectively identify the features of the ideas of students and university teachers about social activity in the conditions of digital transformation. The article describes the peculiarity of the modern stage of development of students' social activity practices; socio-cultural determinants and the constructive basis of students' social activity are determined; the ideas of students and teachers about the peculiarities of social activity of modern youth are revealed. For the first time, the authors analyzed the implementation of social activity in the context of digital transformations. It is proved that students have a decrease in the desire to participate in the practices of social activity. The reasons for the decrease in the social activity among students are revealed: the proposed and performed activities are monotonous and uninteresting; the results of the student's work are not visible; students do not experience much-needed support and approval from people and social groups and communities that are important to them; the contradiction between the expectations and proposed activity; the performed activity does not entail a real solution to a social problem; as a rule, there are no prospects for personal and professional growth; the difficulty of obtaining new skills that can be applied already at the exit into adulthood. It is determined that students of higher educational institutions explain this situation of a decrease in the practices of participation in the events due to the lack of the common information space. It is proved that it is possible to increase the level of social activity of the modern youth by organizing the common information environment in which there will be news about upcoming events. In the opinion of the interviewed students, specialists engaged in the practice of social activity should have a number of professional competencies. [ABSTRACT FROM AUTHOR]

In the modern world of digital technologies, a new alternative consciousness has emerged. It focused on the universal values. In the digital world, companies can win over consumers by demonstrating the social orientation of their activities on the Internet. Many of them began to focus on value-oriented branding and to pay more attention to solving socially significant issues and to interact more actively with consumers, attracting them to participate in good deeds through digital group activity. The article analyzes the peculiarities of the influence of digital group activity on the management of students' loyalty to the product and to the company. As a research method, the questionnaire method was used, which allows to effectively identify the features of the influence of digital group activity on the students’ attitude towards the company. The authors describe the peculiarity of digital transformation on the development of practices for the use of group Internet promotions by Internet marketers. For the first time, the influence of digital group activity on the management of students' loyalty to the product and to the companies in general is analyzed. The reasons for the influence of digital group activity on the students’ loyalty management are proved: virality, speed of distribution, ideological orientation, breadth of audience coverage. It is revealed that a successful scenario of digital group activity, taken from life and close to the majority of the student audience, reflecting their values and intentions, causes loyalty to the company among student youth to a greater extent. It is determined that in order to effectively conduct digital group activity to form loyalty to the product and to the company, a scenario is needed that is not time-consuming for the user and does not require a large number of actions, otherwise it will not be attractive for students. It is shown for the first time that the disadvantages of digital group activity include: cost for conducting; availability only to large companies; rapid fading of interest. It is proved that the digital group activity in order to form loyalty to the product and to the company is focused on quick results. It is considered that in digital group activities students are attracted by simple rules. In the modern world of digital technologies, a new alternative consciousness has emerged. It focused on the universal values. In the digital world, companies can win over consumers by demonstrating the social orientation of their activities on the Internet. Many of them began to focus on value-oriented branding and to pay more attention to solving socially significant issues and to interact more actively with consumers, attracting them to participate in good deeds through digital group activity. The article analyzes the peculiarities of the influence of digital group activity on the management of students' loyalty to the product and to the company. As a research method, the questionnaire method was used, which allows to effectively identify the features of the influence of digital group activity on the students’ attitude towards the company. The authors describe the peculiarity of digital transformation on the development of practices for the use of group Internet promotions by Internet marketers. For the first time, the influence of digital group activity on the management of students' loyalty to the product and to the companies in general is analyzed. The reasons for the influence of digital group activity on the students’ loyalty management are proved: virality, speed of distribution, ideological orientation, breadth of audience coverage. It is revealed that a successful scenario of digital group activity, taken from life and close to the majority of the student audience, reflecting their values and intentions, causes loyalty to the company among student youth to a greater extent. It is determined that in order to effectively conduct digital group activity to form loyalty to the product and to the company, a scenario is needed that is not time-consuming for the user and does not require a large number of actions, otherwise it will not be attractive for students. It is shown for the first time that the disadvantages of digital group activity include: cost for conducting; availability only to large companies; rapid fading of interest. It is proved that the digital group activity in order to form loyalty to the product and to the company is focused on quick results. It is considered that in digital group activities students are attracted by simple rules. [ABSTRACT FROM AUTHOR]

The relevance of this article is to study such a social phenomenon as marketing activities of universities. In recent years, Russian universities have become more focused on commercial admission of students. Therefore, for any educational institution to function effectively, it is simply necessary to use new administrative and marketing approaches in management. The purpose of the research is to study the features of the marketing service functioning in higher educational institutions. Research methods: the survey method is used as a research method, which allows effective studying the marketing activities of higher educational institutions. Research results: the article considers the place and status of the marketing service of higher education institutions; the nature of competition in the higher education system; features of using the Internet space by higher education institutions to promote their services in the education market. The novelty and originality of the research lies in the fact that the work of the marketing service in higher educational institutions is considered for the first time. It is revealed that almost all educational institutions use marketing activities in their administrative policies. The personnel shortage of these departments is determined. It is shown that in absolutely all higher educational institutions, the marketing service reports directly to the rector, and this service closely cooperates with all departments of the University. It is determined that the level of participation of employees of the marketing Department in the discussion and decision-making at the University level is not high enough and the management does not always listen to the recommendations and advice of marketing services. Insufficient funding of marketing services was revealed, which is defined as the main problem in their work. It is determined that today there is practically no division of labor by functions in the marketing Department. It is shown that higher educational institutions use advertising in their activities: articles in the media, banners during the work of the admission Committee, advertising in transport, booklets, pocket calendars for schoolchildren, participation in educational exhibitions, holding an open door day and distributing advertising printing. It is shown that the public relations Department does not develop strategic marketing programs. It is revealed that the marketing services of higher educational institutions that perform the functions of marketing activities are quite new and have qualified specialists in their composition. Practical significance: the data Obtained in this work can be used in marketing, marketing psychology, labor psychology, advertising psychology. [ABSTRACT FROM AUTHOR]