Формування маркетингової компетентності працівників

Abstract

Резюме. У статті маркетингова компетентність показана як динамічне утворення, що є компонентом професійної компетентності та критерієм безперервного розвитку професіоналізму працівників різних категорій. Її виокремлення як самостійної одиниці породжує якісно новий рівень професіоналізму фахівця, а саме відбувається розширення професійних знань та вмінь працівників за рахунок знань із теорії маркетингу, маркетингових досліджень, маркетинг-менеджменту, теорії та методики менеджменту, освітнього менеджменту та маркетингу, психології.

Abstract. The article shows marketing competence as a dynamic formation, which is a component of professional competence and a criterion for the continuous development of professionalism of employees of various categories. Its isolation as an independent unit generates a qualitatively new level of professionalism of a specialist, namely, the expansion of professional knowledge and skills of employees occurs due to knowledge of marketing theory, marketing research, marketing management, theory and methods of management, educational management and marketing, psychology. In the conditions of the development of a socially oriented market economy, unstable economic situation in the markets of educational services and labor, intensive changes in the environment of functioning of modern enterprises, the need for managers to possess marketing competence is actualized, the effective implementation of which ensures the progressive development of educational institutions and enterprises in a changing market-oriented environment. Marketing competence is the basis for the formation of the marketing potential of the entire professional process of specialists. The approaches of foreign scientists to the definition and content of the term marketing competence, presented in the article, deserve attention. The features of the marketing environment of market activity are highlighted: competition is developing both between sellers and buyers of labor (employers); the labor market is becoming predominantly a buyer's market, that is, a market where the buyer dictates the conditions; the relevance of strategic motivation (material and nonmaterial) of both the employee and the employer is increasing; the development of the technological environment stimulates marketing communications not only from the supply side, but also in the consumer environment; the processes of labor migration, both internal and external, are intensifying; pricing in the labor market is becoming more complicated due to the increasing significance of non-price factors. The rate of obsolescence of technologies and, as a result, professions capable of fully using these technologies, significantly exceeds the industrial stage of development of society. According to the state of demand in the market of educational services, types of marketing are distinguished, which is disclosed in the article. In the field of education, the main directions of marketing research are shown.