Competency-Marketing Approach As the Basis of the Organization’s Human Potential Management Methodology

This article presents an analysis of the design of a new theoretical and methodological justification of the mechanism for managing the human potential of an organization. As a possible approach, it is proposed to use a competencemarketing approach. The authors analyzed the current understanding of the competence-marketing approach in Russian scientific practice and its application in management within the framework of marketing competence and competence approach. An author’s analysis of the consideration of the essence and the genesis of the concept of “competence” is proposed. To date, in Russian scientific practice there is no single officially established approach to distinguishing between the concepts of competence and competence. The passport of methodology of competence-marketing approach is offered. It is justified that the competence of the human resources of the organization and its marketing competence are two factors of equal importance and influence on the mechanism of intensification of the human potential of the organization. Proposed author’s definition of competence-marketing approach.