Developing a Professional Training Model for Marketing Professionals on the Basis of the Competence Approach

• Main Authors: Ivanenko Larysa M., Boienko Olena Yu.
• Format: Article
• Language: English
• Published: Research Centre of Industrial Problems of Development of NAS of Ukraine 2020-05-01
• Series: Bìznes Inform
• Subjects: marketing; marketing specialist; marketing education; competence approach; professional marketing sphere; model of training of marketing professionals
• Online Access: https://www.business-inform.net/export_pdf/business-inform-2020-5_0-pages-492_502.pdf
• ISSN: 2222-4459; 2311-116X

The article is aimed at researching the current requirements of the labor market for marketing specialists, the scientific-methodical aspects of the formation of professional competences of the higher education applicants in the specialty of «Marketing» and the development on this basis of a model of training of marketing professionals. The job advertisements placed on the job search sites are analyzed and the employers’ requirements for the competence and personal characteristics of marketing professionals are diagnosed. A profile of a marketing professional is formed, reflecting the basic competences that employers expect from potential employees in the field of «marketing, public relations, advertising». Analysis of foreign and Ukrainian scientific publications allows to define the following ways of solving the problems of marketing education: developing the meta-skills (critical thinking, ethical decision-making, creative thinking, definition and solving of problems, ability to write in business style and set priorities) in the future marketing specialists; forming abilities in negotiating processes; gaining knowledge about market analysis methods, new product developments, business development and business plans introduction. A scheme of analysis of the professional marketing sphere is proposed, which can be used to determine the degree of compliance of theoretical and practical knowledge of graduates of the specialty of «Marketing» to both the requirements of employers and the standard of higher education. A model of training of marketing professionals is built up on the basis of the competence approach, which includes targeted, methodological, substantial and effective components. The mechanism of gradual development of the learning and cognitive activities of students of the specialty of «Marketing» is defined. On the basis of the mechanism for gradual development of the learning and cognitive activities of students of the specialty of «Marketing» a knowledge base is created, which includes the results of analysis of the content of professional activities and the marketing instruments.