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The purpose of the article is to analyse the effectiveness of basic digital tools and technologies in the marketing activities of the company in a professional virtual environment. The research methodology consists in general philosophical methods of cognition (analysis and synthesis – in identifying the use of digital tools in marketing), general science (information modelling, system method – in studying the research problem and developing a marketing digital concept), and special methods (content-analysis – analysis of websites and accounts in social networks). Scientific novelty. The theoretical and practical aspects of modern digital technologies’ use in the professional virtual environment of the company are continued to develop in the study. The digital-based marketing concept for an IT company is elaborated. Conclusions. The combination of digital technologies with modern marketing activities in IT companies is based primarily on the use of the latest tools to provide productive software solutions that meet the needs of the information market. These tools also present high-quality results based on industry experience and successful methodologies for their implementation in the IT field, which has already proven their effectiveness in many projects. The practical significance of the research results is that they can be used in applied aspects of marketing activities by the IT company COAX Software in order to achieve marketing goals. Digitalization technologies and tools are applied in practice in companies that are ready for modern digital transformations, seek to develop, integrate into professional cyberspace, strengthen their market position, and expand customer audience and partner relationships through virtual communications.

Introduction: Automation of business documentation workflow in medical practice substantially accelerates and improves the process and results in better service development. Methods: Efficient use of databases, data banks, and document-oriented storage (warehouses data), including dual-purpose databases, enables performing specific actions, such as adding records, introducing changes into them, performing an either ordinary or analytical search of data, as well as their efficient processing. With the focus on achieving interaction between the distributed and heterogeneous applications and the devices belonging to the independent organizations, the specialized medical client application has been developed, as a result of which the quantity and quality of information streams of data, which can be essential for effective treatment of patients with breast cancer, have increased. Results: The application has been developed, allowing automating the management of patient records, taking into account the needs of medical staff, especially in managing patients’ appointments and creating patient’s medical records in accordance with the international standards currently in force. This work is the basis for the smoother integration of medical records and genomics data to achieve better prevention, diagnosis, prediction, and treatment of breast cancer (oncology). Conclusion: Since relevant standards upgrade the functioning of health care information technology and the quality and safety of patient’s care, we have accomplished the global architectural scheme of the specific medical automation system through harmonizing the medical services specified by the HL7 international.

The presented study considers the current problem of the pedagogical process of higher education institution – knowledge transfer and exchange in the form of knowledge-based communications in the teaching / learning process of higher school based on ICT tools. It is highlighted that information tools for providing the learning process should be structured according to the importance of synchronous and asynchronous tools, where synchronous tools should be given a secondary role. The feedback they provide is an important contribution to the task related to the evaluation of the pedagogical influence on the audience in traditional or online modes. The importance of such subordination is typical both of lectures, seminars, laboratory and practical classes. Among the characterised modern information tools of the organisation of e-learning in institutions of higher education, discussion forums are singled out. Initially, discussion forums were used as a form of online entertainment. With the development of the Internet industry, their main purpose is shifted to the area of the tasks dealing with building relationships with customers (participants of the learning process, i.e. students). It`s worth emphasising that discussion forums have been performed very well in terms of their application in online learning. This allows transferring all possible spontaneous or purposeful discussions that can arise within a real audience in a separate type of time-related and spatially mediated web-based communication. Such a communication will be effectively continued within the framework outlined by the external moderator (i.e. a teacher). Using the peculiarities of discussion forums allows implementing them as an information and learning tool with all the necessary settings in accordance with the information needs of specific users, their groups and moderation levels. Thus, discussion forums are a kind of network-based means of knowledge transfer in the information and learning environment of higher school. Learning discussion forums are a type of information exchange, which is provided by relevant communication means and information instruments. It is their use that enables the organisation of the teaching / learning process for virtual communities and training profession-based communication in the web environment of the information space of higher education institutions.

Analysis of the research subject domain, as well as means to support technological decision-making, shows that geological and technological uncertainties affect the ability of the drilling process operator to achieve technical and economic goals when drilling oil and gas wells. In particular, this study develops an integrated intelligent hierarchical decision-making strategy for drilling, which allows optimizing the task of operational efficiency of drilling in real time, by forecasting and avoiding emergencies. The advantage of the proposed approach is that it allows the use of large amounts of actual data obtained from sensors or data mining systems at the level of direct regulation and their aggregate analysis based on constraints control. Technological operations of the drilling process should be considered as processes that can be designed for some hierarchy. Defining the hierarchical organization of the process allows a way to build a solution that can lead to results that are higher than the set of optimal solutions built for individual unstructured elements of the process. Therefore, an important solution to these problems is to create intelligent decision support systems in the drilling process, which include multi-layered and scalable strategies based on constraints. The use of such strategies allows to optimize the overall efficiency of drilling and development of wells with a given productivity. The structure of the problem will be to achieve common integrated goals, which is not the arithmetic sum of selected problems for which there are solutions.

A systematic review and a number of original results are presented, which are not exhaustive in the study of dynamic mathematical models of formation and functioning of team members of developers of infocommunication software systems. However, they reflect the general concept in the methodology of construction and study of applied mathematical models of dynamic functioning of companies - developers of infocommunication systems, and can be effectively used to solve urgent problems of a wide class of management of socio-economic systems. Also in the expanded research the complex of mechanisms of organizational management of innovative processes of development of firm of developers of infocommunication software systems, in particular, mechanisms of financing, institutional management, project management, motivation of the personnel and management of development of the personnel is considered. For the first time, many classes of dynamic models of team members' interaction based on group dynamics methods are considered. In our opinion, the further development of a mathematical description of the interaction of team members in the development of information and communication software systems is a promising task for future research.

The applicability assessment of expert systems methods in the construction of an intelligent decision support system in the drilling process has been made. As a result, it is determined that the projected decision-making system should support unstructured or semi-structured decisions, whereby, regardless of their degree of structure, the participation of the drilling process operator in the decision-making process is required. The necessity of implementation of decision support systems on the basis of knowledge is emphasized, which will allow to provide the interface for system interaction with the operator of drilling process during solving technological problems, the supporting of wide access to relevant information, structuring, classification and initialization of technological problems at whole range and final raising of the effective logically stated conclusions.

The proposed infocommunications routines for intellectual system based on constraints allows to conduct diagnostics of solutions to a technological problem (extraordinary unsheduled situation in drilling) submitted by the object of the decision support and on the basis of such analysis to generate the corresponding feedback. The feedback provides the benefits of a long-term and short-term decision-making process by reviewing the false knowledge of the oil and gas subject area submitted by the decision support object. An additional advantage of the constraints-based approach is the avoidance of detailed study and classification of errors made by decision support object, who tend to systematically use some unified procedure to solve current tasks. Each object uses one of the class of procedures that can be used for a certain class of tasks and the strategy of choosing procedures from the corresponding equivalence class and depends on the current task. Interfaces support the solution of a technological problem by visualizing its structure. When forming a request, the decision support system carries out a synchronous search using the keywords entered and highlights the errors in which such words are found, thus facilitating the choice of the object. Modeling on the basis of the analysis of the errors of the decision support object determines that for the study of the technological process of drilling of oil and gas wells, the significance of declarative knowledge are the dominant. Each constraint on the system has one or more predefined feedback messages that are provided to the object when the constraint is violated.

The algorithm of transfer of computational load without application of additional reserve resources and having offered innovative model of the organization of communication of modules within the limits of one knot and system as a whole is considered. The essence of the model is that the software is divided into logical modules, that is, by its purpose. The architecture of the Web-system is designed so that the modules contain as little logic as possible, because the main task of load redistribution is to support the system in balance. The second requirement for the software architecture is to avoid strong connectivity. Therefore, it is necessary to divide the system into small modules that work with one or a small number of «parent» modules. In the developed model, the modules are isolated from each other and do not have a general condition, but between them you can establish communication and receive notifications about their condition. Asynchronous message exchange is used for interaction of modules. An important aspect of the research is that additional free resources can be found within the existing capabilities of the Web-system.

The expected classes of the technological problems cases with the evaluation structure in the form of certainties were defined. This was done by the way of sums calculation for the weights prescribed to the constraints imposed in the form of estimations with the probability coefficients of relevancy for actual case's of the technological problems.