DIGITAL TECHNOLOGIES IMPACT ON CHANGING THE FUNCTIONS AND COMPETENCES OF MARKETING SPECIALISTS
Abstract
The article contains a foresight assessment of breakthrough technological innovations influence, such as artificial intelligence, Big Data, the Internet of Things, and blockchain on the transformation of marketing services employees’ functions. It has been proven that most types of work performed by marketing specialists are being transformed in the direction of expanding the set (portfolio) of functions performed, and some are among the “disappearing” ones. Methodological arsenal of breakthrough technical and technological innovations influence on the market of marketing specialists’ competences has been supplemented. It has been proven that the influence of technologies on the aforementioned market should be analyzed not only using such broad categories as profession or type of activity, but also through the prism of individual positions, workplaces and marketing functions. The latter is due to the fact that marketing services employees perform many non-algorithmic tasks within a particular profession, including planning, analysis of opportunities for production or provision of new types of goods and services, forecasting, building risk models, controlling of a large number of indicators, etc. The main trends in the development of labour and employment of marketing specialists under the influence of digital and other breakthrough technologies of Industry 4.0 have been identified. A comparative analysis of marketing specialists’ functions at the current stage of Industry 4.0 technologies implementation and in the near future, when a radical transformation of marketing specialists' professional content is expected, has been carried out. The necessity of implementing the concept of “lifelong learning” in the practice of post-industrial development in general and marketing activities in particular has been confirmed. A proposal has been made to introduce a competence policy as a component of the general economic policy at all levels of the hierarchical structure of economic activity. The requirements of professional standards for the competencies of marketing service specialists have been systematized.
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