Research of a marketer's competence profile

Abstract

The article investigates the competence profile of a marketer in modern economic conditions, highlights the main aspects of training these specialists. The relevance of the research topic is justified by the search for ways to adapt educational programs of higher education to the requirements of the labor market. The results of studying opinions of employers regarding the most in-demand skills of employees in the field of marketing are the basis for designing and/or improving basic educational programs. The research carried out through a survey of representatives of marketing services of organizations of the Republic of Tatarstan showed that, along with professional competencies in the field of market analytics and marketing strategy development, it is important for marketers to have universal competencies. A separate requirement for the skills of marketers are the so-called skills and abilities of working in a digital environment. The design of basic educational programs should be based on the principles of variability, include tracks in the field of marketing communications and market analytics, a digital component, as well as the use of teaching methods aimed at developing competencies in the field of interpersonal communications and project activities.