DEVELOPMENT TRENDS OF THE EDUCATIONAL SERVICES MARKET IN THE CONDITIONS OF TRANSFORMATION OF SOCIO-ECONOMIC PROCESSES AND MARTIAL LAW IN UKRAINE

The higher education system in Ukraine is currently facing various negative factors that impact its overall condition. Despite these significant challenges, the Ukrainian educational services market possesses considerable potential for development. However, it requires enhancements in digitalization and the adoption of best educational practices. This article aims to analyze the current state of the Ukrainian higher education market by utilizing official statistical information and examining global trends in the digitalization of education. The following methods were used in the study: analysis, generalization, comparison, and statistical analysis method, for a visual representation of statistical materials and analytical data – a graphical method. The state of the Ukrainian educational services market was also analyzed, based on which conclusions were drawn about: a trend towards a decrease in the share of Consolidated Budget expenditures on higher education in total Consolidated Budget expenditures, in 2024 it was 0.97%, this trend was also observed before the full-scale invasion of the russia into Ukraine; a trend towards a decrease in the volume of capital investments in higher education in the total volume of capital investments and the predominance of state budget funds over own funds of enterprises and organizations in sources of financing; a trend towards a reduction in the number of HEIs; the predominance of state institutions over private and municipal ones; it was determined that the following fields of knowledge are most popular among entrants: Management and administration – 12.9% of the total number of students; Education/Pedagogy – 12.5%; Information technologies – 9.4%. During the analyzed period, there was a trend towards an increase in the share of doctors of sciences among employees of HEIs with a scientific degree, and there was also an increase in the share of employees with a PhD/Candidate of Sciences and Doctor of Sciences among the total number of employees of HEIs, which can be explained by a decrease in the total number of employees. Six trends in the development of the global market of educational services in the field of digitalization were identified as possible directions for improving the current state: the use of artificial intelligence, IoT, cloud computing, blockchain, metaverse and BigData.