THEORETICAL AND METHODOLOGICAL BASES FOR THE FUTURE MARKETING SPECIALISTS PROFESSIONAL IMAGE FORMАTION BASED ON A COMPETENCY-BASED APPROACH

Abstract

The article provides a theoretical and methodological justification for the formation of the professional image of future marketers based on a competency-based approach in the process of professional training. The relevance of the study is determined by the growing demands for competitiveness of specialists in the field of marketing in the context of the digitalisation of the economy, globalisation of the labour market and the introduction of the professional standard “Marketer”. Based on the analysis of scientific sources, the essence of the concept of “professional image of a marketer” is clarified as an integrative formation that combines professional competencies, personal qualities, value orientations, ethical attitudes, and the ability to communicate effectively in offline and digital environments. The role of the competency-based approach as a methodological basis for the formation of a professional image, which directs the educational process towards the development of analytical, communication, strategic and digital competencies, is revealed. The importance of digital competence in the context of modern challenges is substantiated, in particular the use of digital marketing tools, social networks, artificial intelligence technologies and personal branding. A phased model for shaping the professional image of future marketers is proposed, covering self-awareness and setting professional goals, developing an image concept, developing key competencies, presenting and communicating professional achievements, and evaluating and adjusting results. It has been proven that the purposeful creation of an information and educational environment using interactive teaching methods, case technologies, business simulations and e-portfolios contributes to the improvement of the professional image and provides competitive advantages for graduates in the labour market. Prospects for further research are related to the development of diagnostic tools for assessing the level of formation of the professional image of marketers and experimental verification of the effectiveness of the proposed model.