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. The phenomenon of implementation of managers’ professional-andmanagerial orientation in the process of sociocultural activities is studied in the paper. A group of factors which support the expectations of implementation of professional-and-managerial orientation in the profession is given: increase of professional status and social-and-legal protection; provision of guarantees of the implementation of the qualification obtained; creation of optimal working conditions; the possibility of improving living conditions; decent wages. Purpose. Substantiate theoretically the content and specific features of the phenomenon of implementation of managers’ professional-and-managerial orientation in the process of socio-cultural activities. Results. Socio-cultural activities can be considered in two plans: 1) in a broad sense – as a way of a person’s being, as a system of inherited experience, as a material and spiritual environment conducive to a person’s formation and elevation; 2) in a narrow sense – as a specific form of people’s life, including the preservation and use of cultural-and-historical heritage (museum, library, archival business, national and local traditions), art education, creativity, leisure and entertainment, amateur, ethnography, crafts, and also providing a form (Management, Economics, Computer Science, specialists’ training and retraining) and the formation of their professional orientation as objects and subjects of socio-cultural activities. Structurally, socio-cultural activities, according to scientists, takes place in three main directions: 1) economic, where the predominant place in the characteristics of socio-cultural activities is occupied by such categories as cost accounting and profitability, costs and development of investments, efficiency, selfsufficiency, material security; 2) humanitarian, covering a wide range of content and modern technologies of socio-cultural activities, which includes a whole block of initial concepts of social work, leisure, sociocultural sphere, social purpose, principles and functions, private and industry-specific methods, domestic and foreign experience; 3) organizational-andmanagerial, where the basis of semantic structures is formed by the concepts of management in the sociocultural sphere, centralization and decentralization, democracy and self-government, control and reporting, socio-cultural diagnostics, forecasting and design. According to the basic idea of the theory of systems, an integral socio-cultural system consists of a set of elements that are combined by various interrelations. It is a generalized, summary result of the state of such many social and cultural components, as the final elements (people’s active and mass culture creating activity); interrelations of elements (sociocultural relations, interpersonal relations, cultural exchanges, interactions, communication, etc.); functions of elements of the system as a whole (the need of certain cultural-and-normative actions to preserve the culture); boundaries (increased opportunities for people to be included in cultural processes); subsystems (the number of groups of amateur creativity, amateur associations and clubs of interests and other club formations); environment (creation of conditions for cultural activities, interaction with neighboring socio-cultural systems). Conclusion. Consequently, science, education and practice are organically represented in the structure of socio-cultural activities. The subject field of this new science has a rich background associated with cultural-and-educational work, and new trends aimed at scientific, educational and practical activities: cultural-and-leisure activities, Social Pedagogy, Culture Sociology, Applied Cultural Studies, etc.

IMPLEMENTATION OF MANAGERS’ PROFESSIONAL-AND-MANAGERIAL ORIENTATION IN THE PROCESS OF SOCIO-CULTURAL ACTIVITIES