Formation of Future Marketers’ Digital Competence in Higher Education Institutions

This article presents the results of the research devoted to the issues of future marketers’ digital competence formation while studying under the bachelor's degree program at a higher education institution. In the course of the study the main components of digital competence were determined and the necessity of their development by future marketers studying under the bachelor's program at the university was justified. The place of digital competencies in the competence model of a university graduate to achieve the goal of its compliance with the labor market requirements in the digitalization context has been determined. The specificity of digital competencies is substantiated, which consists in the fact that in the context of practical application they often act not as independent competencies, but as tools for the implementation of other competencies. To determine the current requirements for candidates for the position of a marketer, the relevant requests of employers were studied, which made it possible to identify the main expected competencies and use them to create a profile of the marketer's competencies digital component. The Integrated System of Digital Competence Formation has been proposed, which will allow shifting the focus in the future marketers training to ensure their compliance with the needs of the digital economy, which in turn will provide them with competitive advantages in employment.