The main prospects of development of futurological research in the conditions of information society and acceleration of creation of artificial intelligence have been deter­mined. The reasons and nature of changes in the methodology of scientific searches in the conditions of expanding the use of foresight are covered. The approaches of scientists to the possibility of reliable modeling of the future in the conditions of deepening of the pro­cess of globalization and development of the information society are investigated.

The main aspects of media content development and media design concept are considered in the article, the development of the concept of media design, analyzes the main modern tendencies of information visualization, investigates the influence of the media on all processes of public life, obtained the synergetics of information and digital society formed the direction of "mediadesign". Analyzing the development of media design and how it is presented in a particular industry are promising scientific and practical areas worldwide. It is necessary to adapt the latest technologies to the present.

Background.Revenue management complicates the situation in the hotel in a hotel business, which demonstrates decrease in relations and trust between hotels and clients because of opportunistic behavior of both parties. The aim of the articleis to give an overview of the concept of revenue management in order to form dynamic competitive advantages and lasting mutually beneficial relations with clients. Materials and methods.Methods of theoretical generalizations, comparisons, histo­rical and linguistic analysis were used to investigate and systematize scientific approaches to the development of the notion "revenue management". Results.Strategic, tacticalandoperationalactionswithrevenuemanagementarestudiedbased onconsumervalueindividualization. A newdefinitionofrevenuemanage­mentisgroundedwithinthelimitsofthe conceptualvalue-orientedapproach, whichim­pliesdeliberatecreationofmutuallybeneficialrelationswithclientsbased onfairpricedifferentiation(andnotpricemanipulation) withinthelimitsofstructuredandpredicteddemand. Thesystemofrevenuemanagementofahotelwasdeveloped, whichconsistsofthetotalityofstructural, procedural, regularandbehavioralelementsaimedatreachingstra­tegicgoalsinhotelrevenuemanagement, unlikeothersystems. Conclusion.A value-orientedapproachtorevenuemanagementreveals anewcon­ceptualsenseofthisinnovativemanagementtechnologyinthesphereofstimulationofsalesof no persistentoutputtomaximizeoptimalincomeofanenterprise, whichhelps form dynamic competitive advantages and lasting mutually beneficial relations with clients.

Background. In the conditions of the permanent changes in the business environ­ment and in order to survive in a tough competition, domestic business entities actively implement digital technologies in their activities.Problems of digital technologies impact on business transformation are highlighted in the scientifical papers, but there is a discre­pancy in the interpretation of concepts. The aim of the article is clarification the concept of "digitization" in the system of related concepts and identifying the impact of digitization on business processes on the example of the procurement process. Materials and methods. Questions of theoretical substantiation and applied aspects of the research are based on historical and abstract-logical methods. Methods of the analysis and synthesis, induction and deduction, comparison, analogy, abstraction, and system approach are used for getting results. Method of generalization is used for formulation conclusions. Results. The domestic and foreign scientific approaches to interpretations of the con­cepts of "digitalization" and "digital-transformation" are considered. The clarification is propo­sed. The study of interpretations the concepts of "digitalization" and "digital-transformation" allowed to clarify the logical sequence of these business integration processes into industry 4.0. The logical sequence of the implementation processes of the digital technologies at the enter­prise is revealed. On the example of digitalization of public procurements the transformation of preceding purchase processes are researched. The influence of procurement digitalization on the relationships between the customer and the purchaser and on the competence of the pro­curement participants was revealed. Conclusion. Investigations of the terminology allowed to find out that domestic scientists mostly ignored the term "digitization", common in foreign science and practice. Digitization is a prerequisite for the digitalization and means translating data into digital format. It has been established that digital-transformation is impossible without corres­ponding processes at the level of state responsibility. An example of a successful synergetic interaction between state and business in the dictation of business processes is public procurements. It has revealed that public procurement platform is an effective example of the digitalization process.

Background. Today, the retail industry must work to meet the rapidly changing consu­mer needs in order to win the consumer convincingly and create the necessary conditions to ensure his loyalty to the enterprise. Nowadays, the concept of categorical management is beco­ming such an advanced strategic maneuver in retail trade, which is becoming more and more active in the domestic retail trade. Analysis of recent studies and publication shas shown that despite the high importance of researches conducted by categorical management scientists, the scientific literature does not sufficiently cover methodological approaches to one of the key processes of categorical mana­gement –the selection of product categories, as well as the mechanism of its implementation. The aim of the article is to define the essence of the concept of "commodity cate­gory", to identify the mechanism and to generalize approaches to the selection of commo­dity categories, as well as to formulate recommendations for its use at retailers. Materials and methods. The study uses methods of cause and effect analysis and syn­the­sis, deduction and induction, systematization and generalization, as well as a systematic approach. Results. The general concept of categorical management is described. The author defines the concept of "product category" with an emphasis on the orientation of the category manager to meet a specific consumer need and the associativity in the presentation of the consumer goods of the same category as identical and those that are inextricably linked and can serve as an alternative to his choice. The scheme of the process of product categories selection in accordance with the study of consumer logic of choice of goods is offered. A critical analysis of the existing methodological approaches to the process of category formation was conducted, which resulted in the substantiation of its own approach and the principles of product category separation based on traditional and creative concepts. The table below shows examples of application of the author’s approach at retailers in various formats. Conclusion. As a result of a critical analysis of the points of view existing in the scientific literature, it has been determined that a product category is a group of goods, separated from the range, that combines the ability to satisfy a particular primary consumer need and which are perceived by the consumer as identical, interconnected and interchan­geable. The methodology of the process of selection of product categories is offered through awareness of consumer needs and development of basic, alternative and associative ways of meeting consumer needs. When forming categories of goods, it is recommended to be guided by five basic prin­ciples (commonality of production method, functional and practical benefits for the consumer, consumer logic, consumer preferences, periodic and consumer demand).

Background. Modern conditions of intensive changes in the economic environment of domestic trade enterprises, the main financial resource of which are current assets, require to search the ways to improve the system of management of current assets. Strategic mana­gement is one of the modern and the most effective management tools, but its application to working assets has not been sufficiently researched. The aim of the article is to substantiate the features and key elements of the system of strategic management of current assets of trade enterprises. Materials and methods. In the process of the research there were applied general scientific methods of abstraction, analysis and synthesis, induction and deduction, logical and comparative analysis, graphical and generalization methods. Results. On the basis of integration of key characteristics, goals, tasks and functions of management of current assets with the peculiarities of strategic management the essence of theconcept "strategic management of current assets" and its purposeis determined. The systems of tasks and functions of strategic management of current assets are proposed, a block diagramof the process of strategic management of current assets of trade enterprises is constructed. ?on?lusion. The use of strategic management of current assets will allow this pro­cess to get a long-term nature. This is also ensure that the conditions of the functioning of current assets will take part in the process of its management and will mutually reconcile the main tasks and stages of the strategy of management of current assets with the strategic objectives of the trade enterprises.

The aim of this article is to analyze leadership on the example of networked organi­zation of automotive events. The theoretical aspect is revealed in the study of the evo­lutionary theory of lea­dership, the path to the goal, the situational decision-making model of Vroom-Yetton-Jago. The distinctive features and effects of network leadership are deter­mined on the basis of the views of P. Drucker and M. Castells. The subject of research is car festivals.

Background.The content of the article was created in order to highlight the essence of financial investing, especially in stock market securities by Ukrainian nonfinancial corpora­tions. The main emphasis was made on involving domestic business-units in global processes, con­nected to activity on a stock market and moving to stock markets of developed foreign countries. Analysis of recent research and publications. The author has analyzed the most important studies of the activities of non-financial corporations in the stock market and related areas. It was found that the theoretical base is not enough according to perspective and importance of the subject of the study. Theaimof this article is to highlight the major global trends in the activitiesof non-financial corporations in the stock market. Materials and methods. The main source of analytical and graphic information for the article were mainly electronic sources, including the websites of stock exchanges of deve­loped countries of the world and analytical resources with fundamental and technical analytics of financial instruments. The studies of the above-mentioned scientists were also used. The main methods of scientific research were: analysis, synthesis, comparison, statis­tical analysis, technical and fundamental analysis, factor analysis. Results. The article shows main advantages of activity on a stock market for com­pany’s financial stability, profitability, liquidity, informational support and main activity diversification. There are set of arguments in favor of integration of Ukrainian enterprises into international financial environment. This article also provides potential cases of appli­cation of various investment ideas for the implementation of certain types of investment policies and achieving of Ukrainian company’s financial and nonfinancial goals. This article describes further directions of development of domestic company’s activity on the world securities markets, which have not yet become widespread within Ukraine but which have objective positive results in other developed countries. Conclusion. The substantiated conclusions about the relevance and perspective of the studied issue are made, the basic investment opportunities of domestic non-financial corpo­rations, financial instruments in foreign markets and the consequences of its inclusion in the financial portfolio are described. The experience of foreign countries is summarized and the lack of this experience in the domestic business environment as opposed to foreign practices is characterized. Further perspective directions of the study are also given, in particular,the use of short-term financial transactions in the stock market and HF trading, modeling of financial portfolios depending on the tactical and strategic goals of the enterprise, etc.

Background. The objective of higher education is to develop competencies for busi­ness management professionals for the production of progressive ideas and innovations in line with the contemporary challenges of the labor market, business development and the Fourth industrial revolution. Analysis of recent research and publications.The problems of becoming an edu­cation, that meets the best world standards, are actively discussing in scientific publications. However, the issues of continuous adaptation of modern competencies in business mana­gement to changes in the development of society remain out of focus. The aim of the article is to carry out an evolutionary analysis of the content deve­lopment of competencies of a specialist in "Business Management", taking into account the current state of development of science, society and education. Materials and methods. A wide range of general scientific and specific methods of economic research is used in the work, including generalization, statistical analysis, com­parison and systematization, evolutionary and individual elements of strategic analysis. Results.In Ukraine, the value and importance of education for personal develop­ment remains unchanged. Rapid changes in the economy, business and management influ­ence dramatic changes in the training of specialists in "Business Management". Industry 4.0, as the integration of information systems and communication technologies in manufac­turing enterprises, inevitably leads to new approaches to doing business and requires com­panies to transform their organizational structure and culture within the enterprise. Scien­tific and technological progress, in which widespread digitization is taking place and the introduction of a variety of newest technologies is driving change in production, business processes and society. In accordance with these changes, an evolutionary analysis of the transformation of the content of the specialty "Business Management" in accordance with the trends of past and present management development is conducted. Conclusion.It is important today not to adjust education to the current state of the economy, but to work ahead of the demand of the labor market and to carry out constant upda­ting of the level of competencies in accordance with the development of society. This requires timely identification of the necessary competencies to form a highly qualified, modern manager.