Development of the marketing competence of heads of clubs of non-formal education institutions

Abstract

The intensification of competition in the Ukrainian domestic market has prompted educational institutions to introduce marketing more actively into their activities. One such tool is marketing competence.
 The competitiveness of a non-formal education institution in the educational services market can be ensured by the set of professional qualities of the head of the non-formal education institution as an education manager, as well as by the formed marketing competence of teachers, in particular the heads of the clubs.
 Marketing skills are an individual’s ability to apply the acquired marketing knowledge in the implementation of a marketing approach to the management of the non-formal education institution as a whole or, for example, parts of it (circles, studios, etc.) It enables the organization of the educational process and the process of personal management. The availability of marketing knowledge and skills ensures that marketing activities in the non-formal education institution are scientific and technological.
 The research discusses the essence and structure of the teacher’s marketing competence. The relevance of the formation of this competence as an important professional quality of a modern teacher of higher education is justified.
 The research deals with the searching of the important role of the marketing competence of the heads of clubs of non-formal education institutions and the development of the professionalism of the teacher. Marketing management leads to a different understanding, a re-conception of the category «quality», which ultimately changes the whole learning process. The article attempts to consider the teacher as a subject and object of marketing activities, highlighting the multidimensionality of his/her role in terms of a marketing approach. This publication presents a variant model of personalized professional development of a teacher, based on the usage of marketing technologies