The role of the digital competence of employees in the marketing management of agricultural enterprises

Abstract

The article reveals the role of the digital competence of employees in the marketing management of agricultural enterprises. It has been noted that marketing management is one of the novel approaches to managing an agricultural enterprise. It has been found that the successful all-levels marketing management of agricultural enterprises essentially depends on the holistic development of employees, so it is crucial to devote attention to professional knowledge of specialists, their ability to respond swiftly to market demands, ability to communicate, assume responsibility for performance results, as well as be engaged in life-long learning. It has been noted that cutting-edge technologies and equipment demand from employees to be digitally competent. The essence of digital competence has been revealed. The key components of the application of digital competence by agricultural commodity producers, which are crucial when looking for buyers and suppliers, or studying the market, have been considered. Since the state-of-the-art digital technologies require an Internet connection, the possibility of the rural population of Ukraine to have access to the Internet has been analyzed. It has been noted that the formation and development of the digital competence of employees constitutes an integral part of marketing management in agricultural enterprises thus improving the knowledge and skills of personnel when making managerial decisions, and providing competitive strengths and justification of enterprise development strategy.