PECULIARITIES OF SPECIALIZED TRAINING OF PROFESSIONAL JUNIOR BACHELORS IN THE SPECIALTY “ECONOMICS” FOR WORK IN MARKETING AND ADVERTIZING

The authors of the article study the peculiarities of specialized training of professional junior bachelors specializing in economics for work in the field of marketing and advertising. It has been found that professional junior bachelors – graduates of the specialty “Economics” – have a variety of employment opportunities, in particular, building a career in marketing and advertising. This type of activity has several important features that make this work interesting, dynamic, and require specialists of this specialty to possess specific knowledge and skills. Such an activity requires future professionals to combine creativity, analytical skills, knowledge of modern technologies and flexibility. At the same time, all these qualities and abilities need to be developed to future specialists during their professional program training within a fairly short period of time.Despite a wide range of publications, the issue of training of professional junior bachelors specializing in economics for work in marketing and advertising is not sufficiently discussed. Moreover, the results of the pilot study allowed us to conclude that there are a number of typical difficulties in the process of preparing professional junior bachelors for work in the field of marketing and advertising. The main difficulties are the following: students do not receive the necessary knowledge and practical skills critical for a successful career in this sphere; as a result of training, students do not demonstrate sufficient practical experience in marketing and advertising and have insufficient development of creative thinking and communication skills.To overcome these difficulties, it is necessary to revise the curricula to include specialized courses in marketing, advertising, and digital technologies, as well as provide students with opportunities for internships and work on real projects. Practical classes and trainings aimed at developing creative thinking and communication skills should also be organized. In addition, it is important to involve industry practitioners in teaching and create interdisciplinary projects that simulate real work situations.