Цифровой вектор исследовательской подготовки специалиста по маркетингу

In this paper, the authors analyze the labor market requirements for marketing specialists in order to understand what skills they need to develop for successful functioning in the era of economic space digitalization. Research methods of sociology, such as questionnaires and content analysis, were chosen as methods to achieve this goal. The authors obtained data that indicate that the skills relevant to jobseekers in the labor market include tough professional skills associated with the digitalization of marketing activities, including understanding how to work with Big data or what are Python and R programming languages, as well as a range of soft skills, from teamwork to communication with clients. The conclusions reflect the results of the study and emphasize the need for timely adaptation of universities’ educational programs to new market requirements. Also, the research results form the basis for the design of programs of additional professional education. The novelty of the materials presented in this work is confirmed by the identified structure of research competencies of a marketing specialist, taking into account the received primary empirical data on the changing requirements of employers to job seekers in this area. The results obtained make it possible to determine promising directions for further research. Constant monitoring of the actual requirements of employers allows us to identify trends in the modification of professional tasks and outstrip the demands of the labor market by changing the content and methods of training