Research of the quality of educational programs of marketers and development of a model of their professional activity

Abstract

The article the survey of representatives of Ukrainian companies and enterprises operating in the domestic market of consumer goods, industry and services are presented in the article. The purpose of the study is to determine the degree of interaction between marketing education and employers "requirements. During the study, the authors found that the key professional areas of training and training of marketers are the following: socio-economic and general-professional training; adequate level of systemic thinking; high level of information competence; understanding of relationship marketing and internet marketing; ability to make marketing decisions in an uncertain situation. According to the results of the expert research, it is established that the marketing communication function is the most developed compared to other functions performed by specialist marketers at Ukrainian enterprises. The conducted survey of employers allowed to identify the most important competence requirements put forward by stakeholders (potential employers) to graduate marketers, namely: interpersonal communication skills; responsibility; intuitive, non-standard and analytical thinking. These requirements are closely adjusted with the most important marketing tasks of companies to determine the needs of customers, their satisfaction, as well as data analysis and evaluation of the competitiveness of products. Based on the research, the authors proposed a model of professional activity of a marketer, consisting of three levels: operational (execution of current marketing tasks), analytical (research of the external and internal environment of the enterprise) and productive (adoption of new innovative marketing decisions). Knowledge of the main provisions of the presented model will flexibly change and optimally improve the structure of the educational marketing program, taking into account all the accreditation and licensing requirements of the Ministry of Education and Science of Ukraine to the graduation department in the future.