FORMATION OF PROFESSIONAL COMPETENCIES OF FUTURE MARKETING SPECIALISTS

The formation of professional competencies of future marketing specialists in higher education institutions is increasingly attracting the attention of scientists. The article analyzes the scientific and pedagogical literature on this issue, which allowed us to identify the key competencies of a future marketing specialist in the 21st century, as well as the professional development of marketers in various areas of economic activity. Special attention is paid to the theoretical foundations and legislative framework of professional training of marketing specialists. Program competencies of the educational and professional program have been identified in the specialty «Marketing» are determined, which ensure the consistency and continuity of professional training, the development of key competencies and the compliance of graduates qualifications with the requirements of the modern labor market. The article clarifies the concept of «professional competence of a marketer» as a multi-component, dynamic formation that includes not only professional knowledge but also readiness for self-development, creativity, and adaptation to uncertainty. The list of general and professional competencies of future marketers is defined in accordance with the higher education standard. General competencies include: civic, legal, cultural, and moral responsibility; critical thinking; learning ability; teamwork; interprofessional and intercultural communication; use of information and communication technologies; and social responsibility. Professional (special) competencies include the ability to logically structure and reproduce marketing knowledge, critically analyze modern concepts, forecast market processes, conduct marketing research, apply modern marketing tools, make informed decisions using marketing information systems, operate in conditions of uncertainty and innovation, and implement an integrated approach to strategies in cooperation with other functional departments of the enterprise.