COMPETENCE-BASED APPROACH TO TRAINING OF MARKETERS: THEORETICAL, METHODOLOGICAL AND PRACTICAL ASPECTS

Abstract

The article is devoted to the study of theoretical and practical aspects of professional training of future marketers on the basis of a competence-based approach.The transition to a competency-based system of training marketing specialists is considered as a natural stage of modernization of the higher education system in the context of the Bologna Process, which allows to resolve the existing contradictions between the requirements for the quality of training of specialists set by the state, employers, labor market and educational results.The essence of this approach is considered in the context of the requirements for knowledge, skills, personal qualities and the ability to apply them effectively in practical situations.Based on the results of the analysis of labor market requirements, a portrait of a marketing specialist is defined, which reflects the main competencies expected by employers from potential employees.The mechanism of gradual formation and development of educational and cognitive activity of future marketers through theoretical, practical and research components of educational and professional programmes is analysed. It is noted that active teaching methods, practical component, and implementation of various forms of academic mobility contribute to a significant potential for better knowledge acquisition and formation of professional skills on their basis, development of professionally important personality qualities, creative abilities, and increase of motivation for professional activity.It is noted that the modern approach to the professional training of marketers should be based not only on the acquisition of basic knowledge and practical skills by students, but also on the formation of strategic thinking, development of professional mobility, personal qualities, as well as the upbringing of a motivational and value-based attitude towards the chosen profession.