The topic of the article is relevant because food security affects the economic condition of countries and regions, so the solution of this problem is the most important and a priority. For this purpose, it is necessary first to develop the agrarian sector. The main purpose of the research was to study the current state of the agrarian sector of the economy in the country, the reflection of the main problems and prospects of food security. To achieve the goal, tasks were set, the main of which are: reflection of the current state of the agrarian sector as one of the components of food security for 2017–2021 in the countries of the Eurasian Economic Union, including Kazakhstan; search for optimal options for the growth of agricultural production and food security of the country based on the conducted research. When conducting research in the work various methods were used, the main of which are the method of abstraction, deduction and induction, statistical analysis of indicators, logical thinking, forecasting. The materials of the scientific research were statistical data of the Eurasian Economic Union, the Department of Statistics of the Republic of Kazakhstan for 2017–2021. The results of the research can be used in the development of programs for the development of the economic condition in the country as a whole, as well as for individual regions.

Today, the issues of ensuring the effectiveness of state support for agriculture are particularly important, since they directly affect the state of food security in the country. Various measures of state regulation are applied in Kazakhstan, but their volume is insufficient for the effective functioning of the industry. Active state support can provide sustainable socio-economic development and a high level of competitiveness of the agricultural sector. Taking into account the sharply continental climate of the East Kazakhstan region, which makes it difficult to conduct economic activities, the state support is especially important for the agrarian sector of the region. The article presents the analysis and evaluation of the level of state support of the agrarian sector of East-Kazakhstan region. The purpose of the scientific article is to identify the main problems in the implementation of state support and to determine the ways to solve them. The activity of regional agricultural management bodies and data of agricultural management reports of East-Kazakhstan oblast are considered as an object of research. The analysis of the effectiveness of the implementation of state support measures of the agricultural sector on the basis of the evaluation of target indicators of the implementation of the State program of development of the agroindustrial complex of the region for 2017–2021 was carried out. As a result, the main problems and reasons preventing the increase of competitiveness of the agroindustrial complex of the East Kazakhstan region were revealed. Thus, in the sphere of state support of agriculture, inefficiency of some subsidies due to weak sensitivity; unbalanced system of subsidies, which creates advantages for large agricultural entities, which account for less than 30% of all agricultural products; overstated requirements for obtaining subsidies for small agricultural entities restrain the development of the industry; focus on financing the livestock sector; residual principle in implementing state support measures.

In recent years in Kazakhstan, as elsewhere in the world, markedly increased interest in the development of organic agriculture, contributing to the creation of high-margin agricultural production and improve the quality of economic growth in the agricultural sector. The article is aimed at assessing the economic efficiency of agricultural enterprises with organic farming in Kazakhstan. An attempt is made to analyze the viability of organic farms and their contribution to agriculture and the environment. One of the purposes of the article is to analyze whether the latest databases of organic farms and their structure contribute to the achievement of the above objectives. In order to comprehensively assess the economic efficiency, the production base (equity, assets, liabilities) was analyzed. Profit indicator was used in the monitoring of different types of profits and selected financial ratios. Data on organic farms were taken from 2009. Primary data was taken from the materials of farms engaged in organic farming. For comparison, both the database of farms and annual statistical reviews of the Bureau of National Statistics of the Agency for Strategic Planning and Reforms of the Republic of Kazakhstan were used. Taking into account the accumulated experience and new technologies there is an opportunity to reanimate some of the abandoned land into arable land at a safe ecological level. Land with a higher fertility potential can be used for organic farming. To assess the economic and financial situation of agricultural enterprises the following financial ratios were adopted: return on assets, return on equity, liquidity, debt, interest coverage and total asset turnover.

Currently, the availability and provision of housing for citizens of the country are becoming one of the priority issues for Kazakhstan. With the instability of the economic situation, there is a need to ensure the effective implementation of state actions to provide citizens with affordable housing. The purpose of the study is to analyze the state of housing market and identify factors affecting the level of its availability. In assessing the current state of Kazakhstan's affordable housing market, the following problems were identified: non-compliance with the UN standard and imperfection of the construction materials market, which showed the immaturity of this market and sensitivity to new changes and needs further development. In assessing the development of the Kazakhstan’s housing market, the mathematical model showed that the factor most affecting the price of housing is the average monthly income of households and it was found that an increase in average household wages by 1 thousand tenge will lead to an increase in housing prices by an average of 984 tenge, indicates the need to increase the volume of supply compared to the support of demand in this market. It was found that in the studied conditions 96.94% of the total variability of Y is explained by a change in X factors. The research methodology includes an analysis of factors affecting the price, supply and demand in the housing market, an assessment of HPI indicators showing how affordable housing is for citizens, and a qualitative indicator – the housing supply coefficient.

The article identifies groups of infrastructure sectors: those that directly serve the process of production of agricultural products and raw materials, and industries and organizations that provide procurement, transportation and storage of agricultural products. The study of these infrastructure sectors, their significance and impact on the level of rural development and strengthening of the national economy. The authors evaluate a set of measures to increase the yield of cultivated land, one of which is the use of fertilizers.Along with agrochemical problems, the country's agriculture is facing acute problems with providing fresh water, increasing needs for infrastructure for marketing agricultural products, lack of industrial containers, lack of storage capacity for food products, underdevelopment of trade and logistics systems, insufficient number of transport and logistics centers, transport support for agricultural industries, and deterioration of roads. One of the ways to solve these problems was to improve the infrastructure for selling agricultural products and create a wide network of purchase points in all rural localities of the Republic and remote areas with a high concentration of sources of agricultural raw materials.The article also discusses measures for the implementation of state programs for the development of agricultural sectors. In particular, the actions of financial institution that implements the state policy on supporting and stimulating the development of agroindustrial complex, increasing the availability of funding of the subjects of agriculture, the financial institutions included in it, credit programs, their prospective opportunities in the development of infrastructure industries and agriculture as a whole are studied in detail.

The main purpose of this study is to examine the factors that determine FDI inflows to five countries in Central Asia (Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan and Uzbekistan). An empirical analysis covering the period of 1995–2021 was made in the study. Dynamic panel data analysis methods were used in the empirical analysis. The model was created by using five different variables (FDI in the previous period, economic growth, real effective exchange rate, macroeconomic stability and infrastructure) that are thought to affect FDI in Central Asian countries that are close to each other in economic terms. The created model was analyzed with the Generalized Moments Method (GMM) proposed by Arellano and Bond [1]. According to the results of the GMM estimation method, it is seen that the lagged value of FDI, economic growth, real effective exchange rate, macroeconomic stability variables are statistically significant and explain the dependent variable to a large extent. On the other hand, the infrastructure variable does not affect foreign direct investments. This study explores developing Central Asian countries, including Kazakhstan. The results of this study are important in knowing the factors that determine foreign direct investments in Central Asian countries. As a result, it can be thought that the success of the investments in the past period will encourage more foreign investment inflows in the following years. Economic growth of Central Asian countries is an important factor in influencing FDI. Fast-growing economies attract more FDI. Therefore, Central Asian countries need to take steps to create a suitable investment climate by eliminating macroeconomic problems such as inflation, insufficient infrastructure, and exchange rate instability in order to increase the amount of FDI.

At the present stage of development, the issue of housing is facing the population of the country and it can be observed that not everyone can afford to buy it. Therefore, the interaction of the state and the population in the implementation of housing loans is becoming especially relevant today. The main purpose of the study is to analyze the interaction of the state and the population in the implementation of housing loans. The main scientific and practical significance of the study lies in the fact that the authors assessed the interaction of the state and the population in the implementation of housing lending at the present stage of development. The methodological basis for the implementation of new forms of housing lending can serve as a theoretical and practical study of the basic principles of housing lending, foreign experience in this field of practice and its adaptation to modern events. As part of the work, it was revealed that in recent years the rate of increase in the issuance of housing loans has increased significantly in Kazakhstan, the growth of which was influenced by state housing lending programs and the ability to apply excess pension savings to obtain, repay mortgages and improve the living conditions of citizens. The authors also analyzed such a program as the housing and communal development program “Nurly Zher” revised for 2020– 2025. Special attention was paid to the housing lending program – “7-20-25” and “Baspana Hit”. The results of the conducted research make a certain contribution to the development of housing lending, can be used to prepare lectures on relevant disciplines, and be the basis for further in-depth research.

The pandemic has made global adjustments to the economies of different countries and has become the main factor in reducing consumer demand for goods, works and services. Fear of losing a job or being quarantined has driven down the consumer spending. The decline in consumer demand led to a reduction in business, which gave rise to other negative consequences, such as the inability of enterprises to pay their obligations and repay debts, and a decrease in creditworthiness. The decline in the profitability of companies led, to a reduction in tax revenues to the state budget. The purpose of writing the article was to consider the impact of the pandemic on the economy of our country, since during the pandemic the high level of uncertainty was observed, the instability and non-standard situation had a negative impact on the economy and social sphere.The paper applied the methods of economic and statistical research using the materials of the National Statistics Bureau of the Agency for Strategic Planning and Reforms of the Republic of Kazakhstan for 2017–2021.The scientific work reveals the main problems of the development of the country's economy in the most acute period of the pandemic – in 2020, and also describes the main measures taken by the state.The carried out analysis reflects the possible and potential losses for Kazakhstan in the event of a recurrence of a similar crisis, and the measures that should be taken to minimize the consequences and reduce damage in the future.

In the context of digital transformation and the changing geopolitical situation, the issue of studying changes in consumer behavior is of particular importance. The consequences of geopolitical events, as well as the spread of global trends, have a direct impact on the acceleration of changes in consumer behavior during the decision to purchase, as well as its completion. Active digitalization of the economic sphere, including the intensive development of e-commerce, is singled out as a separate factor influencing the transformation of consumer behavior. The purpose of this article is to analyze the main trends in the transformation of consumer behavior in the Republic of Kazakhstan, based on a quantitative assessment of the data of the field study, as well as identifying common trends in the market situation of global consumer preference. As a result of the survey of consumers and expert interviews were obtained quantitative expressions, confirmations of the main hypotheses, as well as identified the significant modern factors affecting the transformation of consumer behavior. The obtained variable influencing factors were also evaluated by means of direct correlation analysis, both Kazakh and global trends in consumer behavior were evaluated. On the basis of the obtained data, the authors offer recommendations in the sphere of business support and development under conditions of dynamic transformation of consumer behavior. The results of the study can be used by Kazakh FMCG and retail companies, online stores, marketplaces both in building strategies for online commerce, and in the study of modern consumer behavior, as well as in the formation of trade marketing policy. In addition, the data can be applied point by point when launching marketing advertising campaigns and other tactical decisions.

Nowadays, pace of digitalization, speed of its tools’ modernization, emergence of new innovative products in the field of information and communication technologies used in all spheres of human and society life are very high. Technologies are becoming the engine for development of new industries, acquiring important social roles, solving problems of society. Current global trends are relevant for Kazakhstan as well, since with the development of scientific, technical, technological and informational progress, the role of labor market is increasing. It is essential to realize global trends, their impact on economy and labor market, draw practical conclusions to propose effective measures. As a result of the development of technologies, “professions of the future” will become more complex, which will require new approaches to the training of qualified specialists. Today, in an effort to enter the top 30 most developed countries in the world, Kazakhstan needs to take into account current challenges and adapt state policy to prevent negative consequences from the ongoing changes. The article reveals the main aspects of formation of conditions to search new forms of employment for the country's economy under influence of new global challenges. The article presents results of analysis of the development of the Kazakhstani labor market in comparison with foreign countries, considers the issues of the system of state regulation of the labor market. It is concluded that changes in the context of digitalization and automation will lead to search for new ways and forms of employment in the labor market of Kazakhstan.

Identity, including civic identity, has its own characteristics in each country. The content, constituent components, indicators of civil identity have different significance in ensuring the integrity of society. Therefore, the state should take into account its internal historical, political, socio-economic situation in the formation of civil identity of its society. The use of the model of civil identity, developed in the community of one state, in the unification of society of another state does not give its effectiveness, efficiency. The article shows the influence of the economic factor on the level of civil identity. For this purpose, a comparative analysis of the results of nationwide sociological surveys, methodologically grounded in different years, and the main indicators of economic growth in the state for the years when this study was conducted, was conducted. Currently, there is a growing opinion that the economic situation in the country has a significant impact on the citizens' civic identity. A clear link in it is expressed in the fact that the deterioration of the economic situation coincides with a decrease in the level of civic identity. The state of national economy plays an important role in influencing civic identity. That is, in science the deterioration of the economic situation slows down the formation of civic identity and does not form citizenship. Difficult economic conditions have a negative impact on civic identity. Therefore, the migratory intention of citizenship is formed in the country. In order to prevent this issue in the first place there is a need to correct the economic situation in the country. After all, without economic, material situation citizens do not have a sense of citizenship.

The priority of development of the tourism industry in Kazakhstan is justified by the need to diversify the structure of the national economy and move away from its raw-material orientation. The development of inbound tourism should contribute to the growth of foreign exchange earnings, and domestic tourism - to ensure the availability of recreation for Kazakhstanis. Events of the last two years (COVID-19 pandemic, complication of the geopolitical situation in the Eurasian region) demonstrate the need for increased attention to domestic tourism. Successful development of Kazakhstani tourism is largely determined by the level of services provided. Unfortunately, today it is absolutely impossible to assert that the Kazakhstan tourist market is adequate to all innovations of the industry known in the modern world. Successful realization of innovation policy in the industry is largely determined by the level of knowledge of existing innovations and their varieties. Besides, efficiency of the undertaken actions can be provided only at correct delegation of functional responsibility and powers to stakeholders. Therefore, this article aims to build the author's model of tourist innovations implementation with indication of levels of responsibility of actors in the tourism industry for implementation of innovations in various spheres of activity. The proposed model is applicable in the design of development strategies for the tourism industry. When writing the article the methods of analysis and synthesis, deduction and induction, comparative analysis, as well as the method of visualization were used. The results of the study will complement the scientific foundations of the theory of innovation in tourism and may be of interest in the development of regional and national programs for tourism development.

State regulation and support of the agricultural sector is a complex and evolving network of government interventions in production markets, resource markets, trade, investment in public goods, renewable and depletable natural resources, regulation of externalities, and marketing and distribution of food products. The purpose of this article is to formulate a conceptual vision of agricultural development and state regulation of the agrarian sector of the Republic of Kazakhstan. This article presents 5 sections, which will reflect views on the main directions of the agrarian sector in the economy of Kazakhstan: 1) main microeconomic indicators; 2) financing of the agricultural sector; 3) support of agriculture; 4) main policy instruments; 5) recent changes in policy; 6) conceptual vision of agricultural development. The object of the research in this article is the agro-industrial complex of Kazakhstan. The paper assesses the main indicators of development of the agroindustrial complex, evaluates the state financial support, analyzes the current state of livestock, fish farming, crop production. The work uses a systematic approach to the selection of data, methods of quantitative and qualitative study of reality, methods of economic, statistical and comparative analysis as a methodological tool for solving problems. The analytical part of the paper is based on the official statistical data on agriculture, published on the website of the Ministry of National Economy of the Republic of Kazakhstan, the World Bank, OECD data. The authors believe that political and economic achievements shed light on the conditions under which future welfare-enhancing agricultural and food policy reforms may be feasible.

At present, national competitiveness is presented as a means of fighting for a place in the world economic system. The issue of formation, ensuring and increasing the competitiveness of the national economy of the Republic of Kazakhstan is the main issue in the development of the Strategy "Kazakhstan–2050", "Strategy "Kazakhstan–2030", the Strategic Development Plan of the Republic of Kazakhstan until 2025 and other government programs aimed at modernizing the economy of the state [1].The purpose of this article is to investigate the impact of human capital on economic development. Transnationalization of economic relations and globalization of markets intensify competition between countries and large corporations for influence and markets, which in turn leads to new methods and means of competition. The development of human capital makes it possible to introduce innovations, adapt the economy to the conditions of globalization, and achieve high competitiveness. In the conditions of globalization of the world economy the country faces acute problems, such as: general technical and technological backwardness of enterprises, raw material orientation of economy, underdevelopment of production infrastructure, low integration into the world economy, underdevelopment of social infrastructure. Lack of effective communication between science and production, low costs of R&D, design work, etc. To solve these problems it will be necessary to create in Kazakhstan a competitive knowledge-intensive economy, which can become the basis of public welfare. In the future, Kazakhstan needs to create an innovative, post-crisis economy, i.e. knowledge-based economy, which creates opportunities for practical use of human intellectual capital in the development of areas requiring knowledge, provides the transition to the sixth economic paradigm, takes the features of the intellectual economy.

The problem of food security has rapidly escalated due to numerous food adulterations and rising prices of socially important foods, as well as the general growth of the supply chain network in recent years, thereby increasing levels of food waste. Since the recent evolution of the technology, blockchain promises a high potential ability to guarantee and track the originality of products, also effectively managing the supply chain. Moreover, blockchain has been recognized as one of the eight major technologies that can change our lives if used in the right direction for the benefit of society and countries' economies. In Kazakhstan, there is a lack of infrastructure to support food supply, as well as a number of issues regarding increased control over prices by the government. The purpose of this study is to identify the benefits of blockchain, which facilitates the effective management of the food supply chain, the ability to meet the needs of all stakeholders, and a comparison with the traditional supply chain system. The article uses factor analysis, taking into account economic, political, social, technological interests, through which the existing problems at the moment are uncovered. The results show that the application of blockchain in the food supply chain leads to positive demand from the government, producers and end consumers. The value of the work lies in the theoretical study, which drew on the experience of recent research around the world, adaptation in Kazakhstan and the possibility of application in the context of food security. This work contains many touched upon economic aspects and can serve as a basis for further research.

The article examines the foreign experience of the formation and development of the innovative potential of entrepreneurial structures. The purpose of this study is to develop new recommendations for the formation, development and stimulation of the innovative potential of entrepreneurial structures in Kazakhstan based on the analysis of foreign experience. Given the rather rich world experience in the formation and development of the innovative potential of entrepreneurial structures, many economists believe that if we implement successful world experience and take into account the mistakes of other countries, we can accelerate the process of forming an innovative economy. In the article, the authors highlighted the experience of countries such as the USA, Japan and the EU countries, since these countries are the base of modernization, it is there that the centers of advanced technologies are located. The study showed that the decisive role in the formation and development of innovative entrepreneurship is played by the state, which, on the one hand, establishes the rules for the functioning of the national innovation system, on the other hand, provides a resource component, including financing. Therefore, in Western countries, special attention is paid to issues of state support for innovative entrepreneurship. The article also discusses the practices of creating industry development (growth) centers that provide comprehensive scientific, technical, financial, production, and information support for the innovation activities of business structures, creating a single operator for the development of innovations by merging development institutions, creating an information retrieval specialized independent platform for advanced technologies and innovative developments, the so-called Innovation Observatory. This study made it possible to develop a number of recommendations that are most adaptive to Kazakhstan to stimulate the innovative activity of business structures.

The purpose of the article is to study the problems of competitiveness of the regional economy. In modern market conditions regions compete with each other for attraction of investment resources (public, private or foreign), together with all sources of resources, as well as markets for their implementation, attracting taxpayers. At the same time, regions are independent subjects of the national and international markets. In this connection, the issue of ensuring competitiveness of the regions of Kazakhstan today is very relevant to us. One of the main goals of the Government of Kazakhstan is to ensure sustainable growth of the country's economy through diversification of its production base and implementation of the National Strategy for Territorial Development. Nevertheless, the prerequisites for regional competitiveness are laid at the national level. Sustainable development of regions is possible only in the presence of favorable conditions in the country, such as a macroeconomic environment conducive to growth, employment, stability, taxation and regulatory systems that stimulate business development and job creation. Provided the macroeconomic environment is properly controlled, microeconomic reforms aimed at overcoming market failures that hinder the country's competitiveness can only be effective at the regional and local level. In fact, most of the country's comparative advantages are determined by the specifics of its regions, and an effective national competitiveness strategy requires that the specifics (both opportunities and weaknesses) of the regions be taken into account. It is important to remember that the competitive development of a region is a multidimensional and multifaceted process.

The capital structure is a factor affecting both the financial condition of the company and its market value. An optimal capital structure is a prerequisite for the effective functioning of the company. The purpose of the study is to substantiate the methods of optimizing the capital structure and evaluating the capital structure on the example of an oil and gas company. The article discusses the methods of forming an optimal capital structure. An assessment of the financial capital structure of «KazTransGas Aimak» JSC is given, reflecting the financial debt of the audited company on loans and external loans and the profitability of attracting external loans. The Company is proposed to optimize the capital structure by increasing the authorized and equity capital through a new issue of shares and reducing dependence on external loans and credits, obtaining capital and increasing operating profit. Research methodologyfinancial analysis, economic and statistical methods, methods of forming an optimal capital structure. The scientific significance of the study lies in the need to optimize the capital structure of the company under study based on the analysis of the capital structure and the assessment of attractiveness for many capital companies. When forming the optimal capital structure, the sectoral characteristics of the enterprise are taken into account, which, in turn, affect the sources of financing and the capital structure.

The main purpose of this article is to evaluate and analyze foreign experience in the creation and functioning of public-private partnership (PPP) management systems, highlight their country-specific features and present the most successful practices of its development. The article presents foreign experience in the creation and functioning of public-private partnership (hereinafter PPP) project management systems, highlights their country-specific features and presents the most successful practices of its development. The authors touched upon aspects of legislative and regulatory support, principles of the PPP management and development system, long-term planning of infrastructure development, tools and methods, creation and organization of public administration bodies within the framework of PPP.The result of the article is the collection and study of data on the implementation and implementation of the PPP mechanism in foreign countries, based on the collected data, during the study of practical experience accumulated in the field of public-private partnership, to determine the main criteria for the success of public administration systems in the field of PPP. As part of the study methods of analysis, theoretical and logical methods of generalization, comparison and comparison, deduction and induction, methods of formalization, logical interpretation, methods of logical reasoning, the method of tabular representation of the results, analysis and evaluation were used. The main results and practical relevance of the work are systematized foreign practice of regulatory and legal support of the PPP project management system, the organization of the public administration system in the framework of PPP, which allowed to define the main criteria for the success of public administration systems in the field of PPP. The authors have made recommendations for improving the PPP system of the Republic of Kazakhstan.

In the modern world, the importance of the transport industry in the economy of each state is increasing. Transport is an important sector of the domestic economy of Kazakhstan, which occupies a significant share in the structure of GDP. The significant territory of the republic and the low population density, the high rate of economic development of Kazakhstan achieved in recent years, form the growing demand for transportation. The state of the transport complex in Kazakhstan is in the zone of special attention of domestic and foreign experts, they have identified its main disadvantages. The article discusses the rationale for the role of transport infrastructure in the development of the territories of the Republic of Kazakhstan and the ways of its development. The study used such research methods as generalization, comparison, systematization and statistical analysis.Within the framework of the work, the role and importance of transport infrastructure were determined, the impact of transport infrastructure development on the country's economy was considered, transit opportunities in the republic were considered, the advantages and disadvantages of Kazakhstan's transport infrastructure were analyzed, transport infrastructure issues and ways to solve it were considered. The issues related to the quality of road repairs and vehicle upgrades in the republic are identified by providing the transport complex with qualified personnel and scientific institutions of the transport profile. As a result of the conducted research, it was proposed to develop international cooperation in the field of transport, that is, to introduce new equipment and technologies, international experience into the country, as well as to attract public and private investments for the implementation of projects provided for by state programs aimed at the development and improvement of infrastructure, construction of new transport facilities and repair of existing transport networks. The results of the research contribute to the development of the theory of transport infrastructure and can be used to prepare lectures on relevant disciplines, as well as serve as a basis for in-depth research.

The article deals with theoretical, methodological and practical aspects of risk assessment of the national payment system. A comparative analysis of world models for assessing the risks of payment systems is presented. Due to the growth of market infrastructure around the world, technological changes and the development of the global and national regulatory environment, an increase in production volumes and, accordingly, an increase in the number of operations of business entities, including individuals and enterprises in the field of material production, as well as in In the field of financial services, the development of technologies requires the constant development and adaptation of national payment systems to the challenges of the market and the need to transform them into more modern and convenient services that meet the requirements of the market. the demands of his time.The presence of a payment system that meets the needs of the state, the financial market, individuals and legal entities in the safe and prompt transfer of funds is an important element of the national infrastructure of any developed country. At all times, timely reforms in this area were required to meet the new requirements for the organization, regulation and market demand of payment systems. Over the years, payment systems have undergone a number of significant changes due to the emergence of new payment methods, platforms and interfaces. This is due to the rapid development in the field of information and communication technologies.Until recently, the creation and development of services that allow making payments in the retail segment was entrusted to the banking community, including servicing the operations of retail customers.However, in recent years, due to the need to organize interbank services for fast, guaranteed and cheap payments, more and more central banks are introducing their own payment systems for interbank retail payments.

New actors and new understandings created by the modern world force countries and cities to develop themselves in various areas. As a part of this development, universities have recently emerged as important actors in the economic, cultural, and social transformation of cities. Universities not only promote economic development in the region where they are established but also have various effects on the socio-cultural structure of their societies. Universities bring together students and academic staff from different cultural backgrounds and enable interaction between cultures. This research aims to examine the university-city interaction and to reveal the social, cultural, and economic effects of universities on cities. In other words, our study aimed to determine the contribution of the university to the economic, social, and cultural life of the city by analyzing the perceptions and expectations of the local people towards the university in their city. Akhmet Yassawi University, one of the young universities of Kazakhstan, and the city of Turkistan is chosen as the research sample. The research data are collected using the questionnaire method and the questionnaires are administered in face-to-face interviews. Our study showed that Akhmet Yassawi University brought vitality to the economic life of the city, attracted new investments to the city, and improved the life quality of the city day by day. The results show the transformation of Turkistan over time, will provide a source for new researchers interested in Akhmet Yassawi University and the city of Turkistan and will set an example for other cities and universities.

In modern conditions of constant competition, Kazakh universities use various channels to promote educational services. These are both offline and online marketing promotion channels. And if traditional promotion channels are well studied and understood, then digital channels require elaboration and increase in the efficiency of their use. Internet is the main source of information for young people. Internet promotion of educational services is becoming a leading area of marketing at any level and consumer segment. This process also affected universities. Kazakh universities do not adequately use digital marketing to promote educational services. The transformation of the use of information transmission channels requires a change in approaches to the promotion of educational services.The purpose of the article is to develop an algorithm for online promotion of educational services based on the analysis of digital promotion methods. Methods of analysis and synthesis, method of system analysis, retrospective analysis of literature, web analytics, comparative analysis, analysis of statistical data, non-formalized analysis of documents were used. Similarweb.com resource was used as a tool for analysis. A comparative analysis of network traffic and actions of clients and competitors of the websites of the leading universities of the Republic of Kazakhstan was carried out. Based on the analysis, conclusions were drawn about the underutilization of traffic sources to the site. An algorithm for online promotion of educational services has been developed. Conclusions are drawn about the need for retargeting to promote the educational services of the university and the integrated use of traditional and digital marketing to ensure and increase the competitiveness of the university. The results of the study can be used by educational institutions when developing a marketing strategy for promoting educational services.

In modern conditions, in the context of the modernization of the higher education system, the digital ecosystem of higher education institutions plays a decisive role. As digital counterparts of natural ecosystems, digital ecosystems are made up of many independent entities such as individuals, organizations, services, software, and applications that perform one or more tasks and focus on interactions and relationships among themselves. Content analysis of scientific research has demonstrated different approaches to the concept of a digital ecosystem. In this study, the digital ecosystem is considered in the context of transformational processes. Based on the digital transformation roadmap recommended for billion-dollar companies, the author made an attempt to adapt it for higher education institutions, which will contribute to the effective development of the digital ecosystem. It was determined that the main areas that should be subjected to digital changes are interactions with stakeholders, operations, employee experience, as well as the transformation of the business model and the development of digital platforms. Each individual direction is a tool, which will allow initiating and stimulating digital transformation. At the same time, digital transformation requires strong leadership, a clearly defined direction of development and a vision that is consistent with the development strategy of the university. Also, any digital change requires investments and effective communications to ensure development in the right direction. This study can be useful for university leaders at different stages of digital transformation.