Digital Vector of Marketing Specialist Research Training

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