The article is devoted to: problems of adaptation of tools of strategic management of the company to fast changing external conditions; analysis of the main tendencies of changes in digital busines s caused by intensive development of digital economy. The article deals with the main trends of changes in digital business environment at macro and micro levels, issues of increasing the efficiency of internal potential of the company, the features of competitive struggle based on the active use of information and communication technologies.

The scientific article gives definitions of such terms as “public service advertising”, “discourse of public service advertising”. It also includes their descriptions, peculiarities and the sphere of their application. The article defines the goals and objectives of public service advertising, analyzes the classification of social advertising. The scientific article analyzes some scientific works of scholars who studied social advertising as communicative phenomenon, as well as the characteristics of social advertising that reflects society’s culture and its life.

The author explores the main trends of development of modern literary process in Kazakhstan and overviews the research, reflecting the artistic features of the modern epic genres: novel, story, story. The works published in the period of Independence are analyzed in the article. The author researches the philosophical horizons, genre transformation, the archetypal characters of modern Kazakh literature. This article examines how the ethnic identity, national world are reflected in the works of Kazakh writers. The author reviews modern literary criticism and defines the features of theme, genre "tribal thinking", typology, context of historical prose. The author explains the phenomenon of the popularity of the historical novel, reflecting the metaphysics of the national spirit. Modern writers are revising the wrong official theories of national history, which separate the literature from national existence.

Main problem: One of the officially recognized problems of the system of state planning and regional development is imperfection of the methodology for assessing the effectiveness and efficiency of the implementation of the activities of state bodies. In fact, there is no assessment of economic and social efficiency and an assessment of the impact on society. In this regard, the authors have developed methodological approaches to assessing the quality (effectiveness) of state programs (on the example of the program of the Republic of Kazakhstan “Employment Roadmap – 2020”) is urgent task for theory and practice of regional development. The purpose of the research is the investigation of the methodological foundations for evaluating the quality of implementation of state programs of the Republic of Kazakhstan in the field of employment (based on the materials of program of the Republic of Kazakhstan “Employment Roadmap 2020”). Methods: The article uses a systematic approach to solving problems that ensures the unity of qualitative and quantitative methods: qualitative content analysis; a monographic method; the method of economic and statistical research. Results and their value: The value of the study lies in the fact that methodological approaches to the evaluation of programs in the public administration system are identified. For an economic assessment involving the calculation and analysis of unit costs per program participant, the authors propose to conduct dynamic and comparative analysis of the values of unit costs for achieving final results in directions of“DKZ-2020” program. This will allow to compare individual projects and program areas by costs in dynamics and further to identify those factors that work for their unjustified growth. The calculation of presented indicators is also important in regional context, since it allows considering those regions that significantly deviate from the national values in one direction or another

Main problem: In modern science, there are a large number of techniques focused on the assessment of competitiveness through the analysis of certain resources in the region. However, accounting of human resources in such assessments is not used as a prior factor in identifying regional competitive advantages. Competitive advantages affect not only the efficiency of individual sectors of the economy but also the overall social and economic development of the country. Evaluation of the competitiveness of the region should include one of the main parameters of the human resource and economic development level. Therefore, the forecast for the competitiveness of the region should take into account the pace of human resources development. Purpose of the research is evaluation of regions’ competitiveness as the main parameter of economic development in current conditions. Methods: The methods used in Kazakhstan for assessing the competitiveness of a region considers only the assessment of human resources in its structure but do not take into account the level of their development over time, as well as the multi-factorial nature of their components. Results and their value: The work explains and analyzes rating model for assessing of the competitiveness of the regions of Kazakhstan (the National Chamber of Entrepreneurs of the Republic of Kazakhstan). The authors proposed a methodology for ranking the regions of Kazakhstan based on an assessment of the development of their human resources that affect the competitiveness of the region. It includes an analysis of demographic, labor and social and economic indicators reflecting the state of human resources.

Early preparation of a child for the choice of a future profession is not a recognition of who the child should be, but an acquaintance of the child with various activities. This may make it easier to choose in the future. Therefore, acquaintance with the activities of adults should begin at preschool age, when children learn about various professions through accessible forms of knowledge. As a result, the child learns the values of labor, gets an idea about various professions, interests in certain types of professional activity begin to form in their mind. In order for a child to make a conscious choice in adult life, professional orientation should begin with a close environment, first of all, with the professions of parents. In this regard, the purpose of the article is to develop mechanisms for early professional orientation of preschoolers through play activities. For the study, methods of ascent from the abstract to the real were applied, the method of transforming real images of objects based on their abstract meaning. As a result of the study, conclusions were drawn that the personal potential of a person in relation to life and the world of activity is manifested in the positions of "individual", "child" and "subject"Confidence in thinking is given by the application of motion vectors to the known abstract, in the logic of ascent from the abstract to the concrete, as well as in their combinations. The cycle of revealing the potential of the individual and its transformation into the subject of educational activity is described. A sufficient prerequisite is the mastery of the subjects of reflexive-thinking abilities in accordance with self-determination, self-organization, self-regulation

The topic of learning foreign languages is still urgent; moreover, it is getting more and more significant for a thriving number of teachers, methodologists and philologists. The main issue of these researches is that the results will provide the learners with the most effective and useful strategies and ways for acquiring a foreign language. The article gives the definition of the term interference and identifies its role in foreign languages learning. The key methods used in our article are analysis, synthesis, and comparative analysis. It studies constructive and destructive impact of interference in learning two foreign languages: English and German. There are the examples demonstrating positive and negative effects of one language on the other at the different language levels. The result of the research has both theoretical and practical value as it can be used to make up and implement the programs for learning foreign languages as well as to use them in practical classes.

Main problem: one of the officially recognized problems of the system of state planning and regional development is imperfection of the methodology for assessing the effectiveness and efficiency of the implementation of the activities of state bodies. In fact, there is no assessment of economic and social efficiency and an assessment of the impact on society. In this regard, the authors have developed methodological approaches to assessing the quality (effectiveness) of state programs (on the example of the program of the Republic of Kazakhstan “Employment Roadmap – 2020”) that is the urgent task for theory and practice of regional development. Purpose of the research is the investigation of the methodological foundations for evaluating the quality of implementation of state programs of the Republic of Kazakhstan in the field of employment (based on the materials of program of the Republic of Kazakhstan “Employment Roadmap 2020”). Methods: the article uses a systematic approach to solving problems that ensures the unity of qualitative and quantitative methods: qualitative content analysis; a monographic method; the method of economic and statistical research. Results and their significance: the value of the study lies in the fact that methodological approaches to the evaluation of programs in the public administration system are identified. For an economic assessment involving the calculation and analysis of unit costs per program participant, the authors propose to conduct dynamic and comparative analysis of the values of unit costs for achieving final results in directions of “DKZ-2020” program. This will allow to compare individual projects and program areas by costs in dynamics and further to identify those factors that work for their unjustified growth. The calculation of presented indicators is also important in regional context, since it allows considering those.