Digital competence of a bachelor of marketing: essence of the concept and structural components

The study highlights the formation and development of digital competence of bachelors of marketing as an important area of research due to the current realities of the digital society and the need for their continuous professional growth, taking into account the current requirements of the labor market. It has been established that the rapid development of digital technologies not only changes the paradigm of business management, but also transforms the skills necessary for a successful career in any field of activity. It is presented that it is important for a modern marketer to be not only creative and able to communicate effectively with the target audience, but also to have a deep understanding of technological solutions that affect consumers today and the ways in which they interact with available brands. It has been determined that understanding the possibilities of using modern cloud tools and specialized software solutions by bachelors of marketing in their professional activities will contribute to their competitiveness in the labor market. It is emphasized that employers expect from such graduates of higher education institutions not only the ability to use digital marketing tools, but also to understand their role in organizing and doing business. This study analyzes the DigComp 2.3 Digital Competence Framework for Citizens and the Digital Citizenship Curriculum, which include the following components: information literacy; ethics and security; digital marketing and social media; data analysis and insights; UX design and development; artificial intelligence (AI) and machine learning, which makes it possible to formulate appropriate characteristics to determine the level of digital competence of bachelors of marketing during their studies at a higher education institution. Attention is focused on the development of structural components of digital competence of bachelors of marketing and their corresponding assessment.