The aim of the study is to reveal the content of the structural components of managerial competence, determine the influence of certain pedagogical conditions on its formation among students during the training in the master's program in “socio-cultural management”, and experimental verification and quantitative analysis of these conditions. The object of the study is the process of personal-professional formation of master's students of the faculties of humanitarian management. The positive influence of high motivation on the level of managerial competence has been proved. It has been revealed that the value-motivational component has the least dependence on the duration of training.  The article offers effective conditions of forming managerial competence, which have been tested experimentally and confirmed the possibility of their introduction into practice.

The object of research is the purchasing behavior of consumers of cultural products. The aim of the study is to determine the model of consumer decision-making about the purchase of cultural products, taking into account the emotional component under the conditions of development of information and communication technologies. It has been established that macroeconomic factors in the formation of marketing of cultural industries are characterized by a number of features, among which the development of information and communication technologies is key. Making a consumer decision regarding a cultural product depends on its economic and cultural values but is determined by its emotional value. The proposed model of influence of emotional value makes it possible to determine the likelihood of a positive consumer decision in relation to a particular cultural product or brand. Evaluation of the impact of the spread of information and communication technologies on the consumption of cultural products proved the existence of a link between the number of Internet subscribers and household spending on culture and recreation. However, most cultural products consumed via the Internet or television are free or obtained free of charge from unofficial sources (the so-called "pirated" content). It was found that half of consumers do not attend cultural events at all due to lack of funds, time, or remoteness of the event. At the same time, the main channels and sources of information of consumers of cultural products are the Internet and television. It has been established that emotional marketing realizes itself as fully as possible through a loop-like model of bringing commercially important information to the final consumer of cultural products. In this process, digital marketing technologies, especially digital platforms, play a key role as a tool. The practical significance is in the possibilities of applying the data obtained in the process of developing marketing programs for subjects of cultural industries.

The socio-cultural sphere and its institutions ensure the development of the cultural heritage of the peoples, as well as the human resources of the industry itself in the difficult situation of today. However, any identified problems often turn into the basis for the formation of something new that can create the latest superstructures for the development of organizations, society as a whole. Such a problem is the organization under the current conditions of practical training of future managers of the socio-cultural sphere. The purpose of our study is to identify the essence, structure and objectives of alternative practice as a type of practical training of a specialist in the socio-cultural sphere, able to ensure the proper formation of his professional competencies. We propose to define alternative student practice as a type of practical training in which the student undergoes it in a timely manner in related (profile or non-core) organizations, at the place of residence or at the department, in full-time and / or distance, pre-approved programs and to the tasks under the guidance of teachers of the department. Features of the organization and conduct of an alternative type of practice involve the development of an appropriate program that takes into account the conditions of its passage and includes the use of remote work. At the same time, the department develops its own "Work Plan" for alternative practice. During the first working week, "Individual schedules" of internships for each student are formed. For quality work of participants of the work process of alternative practice, the specialists of the department organize training courses, lectures, master classes, etc. where the following topics can be considered: organization of educational activities in the remote mode; organization of communications in the conditions of remote access; organizational and psychological prerequisites for job transfer; social communications; prevention of negative effects of remote work; support of mental (sometimes physical) health; lectures, professional master classes. To control and support the work of students during the internship, an application "Electronic Diary" is being developed, which is placed on the existing distance learning platform. The content of tasks and projected competencies are formed in accordance with the academic requirements of the academic level. In particular, introductory practice is carried out in the first year; on the second – educational practice; on the third – production and so on. All the work of students and practice leaders during its implementation throughout the period is monitored and monitored on an electronic platform used by the university or teacher. Work plans, diary supplements, weekly reports from practice leaders, etc. can be posted on an online platform with access to work verification. Thus, in the event of a pandemic or other global or regional shocks, practical training of students can be carried out through the use of alternative student practice as a special type of practical training, in which the student undergoes it in a timely manner in cultural organizations, places of residence or department, in full-time and / or distance form, according to the approved programs under the guidance of teachers of the department. In this case, the evolution of professional competence will be in accordance with the hierarchy of tasks that are formed on the basis of acquired knowledge at each stage of training and through ensuring the quality of work of participants in the work process of alternative practice.

навчальні інституції активно впроваджують засоби дистанційного навчання. Ці рішення забезпечують доступність навчальної інформації та зручність її отримання. Не використовувати дані засоби-означає залишатися на узбіччі прогресу. Мета і методи. Мета статті полягає у виявленні можливостей використання засобів дистанційного навчання майбутніх менеджерів з урахуванням специфіки соціокультурної сфери. Нами використано емпіричний і системний підходи, методи аналізу та синтезу, згідно з якими запропоновано структуру навчально-методичного комплексу для дистанційного навчання у взаємозв"язку його основних елементів і виокремленні специфічних чинників, важливих для підготовки менеджерів соціокультурної сфери. Результати. Основні результати дослідження полягають у виявленні передумов і доведенні необхідності застосування елементів дистанційного навчання у процесі підготовки фахівців-управлінців для забезпечення їхньої максимальної адаптивності до умов навчання та подальшої реалізації набутих компетентностей. Висновки та обговорення. Використання засобів дистанційного навчання забезпечує доступність знань, комфортність їх одержання і нічим не поступається іншим формам навчання. Надалі розглядатимуться питання методики розробки навчальних матеріалів для дистанційного навчання. Наукова новизна результатів у тому, що вперше висунуто структуру навчальнометодичного комплексу з урахуванням специфіки діяльності менеджера соціокультурної сфери; одержано подальший розвиток рішення щодо застосування модульної системи у професійній підготовці фахівців. Практичне значення полягає в можливостях застосування наших пропозицій у підготовці менеджерів сфери послуг. Ключові слова: дистанційне навчання, навчально-методичний комплекс для дистанційного навчання, інтерактивне навчальне середовище, рейтингові бали, навчальний модуль. Григорчук Тарас Васильевич, кандидат педагогических наук, доцент, Киевский национальный университет культуры и искусств, Киев, Украина Дистанционное обучение в профессиональной подготовке менеджеров социокультурной сферы Аннотация. Актуальность. Сегодня учебные институты активно внедряют средства дистанционного обучения. Эти решения обеспечивают доступность учебной информации и удобство ее получения. Не использовать данные средствазначит оставаться на обочине прогресса. Цель и методы. Цель статьи заключается в выявлении возможностей использования средств дистанционного обучения Hryhorchuk Taras, PhD (Pedagogic), Associate Professor, Kiev National University of Culture and Arts, Kiev, Ukraine Distant learning in professional training of the socio-cultural sphere managers' Abstract. Actuality. Today, educational institutions are actively implementing distance learning tools. These solutions provide the availability of educational information and the convenience of obtaining it. Do not use these tools means staying on the sidelines of progress. Purpose and methods. The purpose of the paper is to identify the possibilities of using distance learning tools for future managers, taking into account the specifics of the socio...

Actuality. The labor market places increasingly serious demands on specialists, including managers working in the socio-cultural sphere. Their competence level, their disposition to work and their personal qualities are factors that often determine the achievement of professional success, which means they must be thoroughly studied. Purpose and methods. The purpose of the article is to identify the current trends in the formation of managers' professional skills, as a system of requirements for the specialist's competence and for his personal qualities, taking into account the specifics of activities in the socio-cultural sphere. In the article, we used the empirical and systemic approaches, methods of analysis and synthesis, according to which the development of professiograms has been carried out by modern market actors, analyzed in the relationship of their main elements and the allocation of specific factors used in the socio-cultural sphere. Results. The main results of the research are to identify the prerequisites and the proof of the need to apply professiograms