FORMATION OF SOFT SKILLS MARKETING PROFESSIONAL ON THE BASIS OF COMPETENCE APPROACH
Abstract
The development of information technology, the replacement of routine operations with artificial intelligence, the fundamental transformation of professions leads to the need to form in the marketer such skills that will allow him to adapt and be in demand in the labor market. Such skills have been found to be so-called soft skills. The study of different approaches to the formulation of soft skills and hard skills allowed to determine that the hard skills of a marketer – is the technical knowledge, skills and abilities to use modern tools for marketing management in general and perform certain functional tasks in different applications. Soft skills are a set of skills and personal characteristics of a marketer, the possession of which leads to success in the workplace. That is, having soft skills allows to use technical skills and knowledge as effectively as possible. The main features of Soft skills are highlighted: non-technical competencies; belong to a set of personality traits; difficult to measure, assessment is often subjective; permission to be successful in workplace; are not mandatory, but determine in combination with special skills the professionalism of the worker; increase work efficiency; are valuable in any workplace; useful not only for work but for daily life as well. A study of the requirements for a marketer to have soft skills in the labor market of the city of Kharkiv. It is concluded that most employers understand the need for soft skills in potential employees and pay significant attention to this criterion. Thus, in almost all vacancies, 20-30% are the requirements for the candidate to have soft skills. As a result, the most popular skills are established. The analysis of world experience of development of skills of the 21st century in educational programs is executed. As a result, a system of soft skills of a marketing specialist is proposed. Soft skills for the highest order marketer have been established, which are: critical thinking and decision-making ability, creativity, sociability and cooperation (ability to work in a team). They allow to solve complex professional problems. The identified competencies are characterized in terms of their components and the ability to assess marketing professionals.
References
The Future of Jobs Employment, Skills and Workforce Strategy for the Fourth Industrial Revolution. World Economic Forum. URL: http://reports.weforum.org/future-of-jobs-2016/
Кудінова М. М., Євтушенко В. А., Лазарєва К. О. Інноваційні методи відбору персоналу в сучасних умовах. Східна Європа. Економіка, бізнес та управління. 2017. № 3 (08). С. 158−164.
Bates H. 11 Effective Employee Selection Methods To Start Using Today. 2020. URL: https://harver.com/blog/employee-selection-methods/
Sullivan J. 12 Effective Ways to Assess Candidates' Soft Skills. URL: https://business.linkedin.com/talent-solutions/blog/interview-questions/2017/assessing-soft-skills-is-one-of-the-biggest-interviewing-challenges-here-are-12-ways-to-overcome-it
Делія О. Особистість керівника як чинник ефективного управління. Економічний аналіз. 2012. Т. 11(2). С. 187–189.
Наход С. А. Значущість «Soft skills» для професійного становлення майбутніх фахівців соціономічних професій. Науковий часопис Національного педагогічного університету імені М. П. Драгоманова. Серія 5 : Педагогічні науки : реалії та перспективи. 2018. № 63. С. 131–135.
Коваль К. О. Розвиток «soft skills» у студентів – один з важливих чинників працевлаштування. Вісник Вінницького політехнічного інституту. 2015. № 2. С. 162–167
Кучинова Н. М. Розвиток креативної складової професійного мислення майбутніх маркетологів : дис. ... канд. психол. наук. 19.00.07. Київ, 2017. 248 с.
Що таке hard skills і soft skills: як нас оцінює роботодавець. URL: https://eduhub.in.ua/news/shcho-take-hard-skills-i-soft-skills-yak-nas-ocinyuye-robotodavec
Спенсер Л., Спенсер С. Компетенции на работе. Пер. с англ. Москва. 2009. 384 с.
Коляда Н. Кравченко О. Практичний досвід формування «soft-skills» в умовах закладу вищої освіти. Актуальні питання гуманітарних наук. 2020. № 3 (27). С. 137–145.
Клюковская И. Функциональных навыков уже недостаточно? URL: http://www.management.com.ua/notes/soft_skills.html
Stewart C., Wall A., Marciniec S. Mixed signals: Do college graduates have the soft skills that employers want? In Competition Forum. American Society for Competitiveness. 2016. Vol. 14, No. 2. P. 276–281.
Schulz B. The importance of soft skills: Education beyond academic knowledge. Nawa Journal of Communication. 2008. № 3 2(1). P. 146–154.
Klaus P., Rohman J., Hamaker M. The hard truth about soft skills. HarperCollins Publishers. 2009. 205 р.
Yevtushenko V. A. Manager of corporate social responsibility: institutionalization and professional competence. International journal of experimental education. 2014. № 4-2. Р. 84–88. URL: https://www.expeducation.ru/ru/article/view?id=5103
Care E., Kim H., Vista A., Anderson K. Education System Alignment for 21st century skills: Focus On Assessment. Brookings institution. 2018. 41 р. URL: https://www.brookings.edu/wp-content/uploads/2018/11/Education-system-alignment-for-21st-century-skills-012819.pdf
The Future of Jobs Report 2020. World Economic Forum. URL: http://www3.weforum.org/docs/WEF_Future_of_Jobs_2020.pdf
The Future of Jobs Employment, Skills and Workforce Strategy for the Fourth Industrial Revolution. (2016). World Economic Forum. Retrieved from: http://reports.weforum.org/future-of-jobs-2016/
Kudinova, M.M., Yevtushenko, V.A., & Lazarjeva, K. O. (2017). Innovacijni metody vidboru personalu v suchasnykh umovakh [Innovative Methods of the Staff Selection in the Modern Conditions]. Skhidna Jevropa. Ekonomika, biznes ta upravlinnja – Eastern Europe: Economy, Business And Management, 3(08), 158−164. Retrieved from: http://www.easterneurope-ebm.in.ua/journal/8_2017/30.pdf [in Ukrainian].
Bates, H. (2020). 11 Effective Employee Selection Methods To Start Using Today. Retrieved from: https://harver.com/blog/employee-selection-methods/
Sullivan, J. (2017). 12 Effective Ways to Assess Candidates' Soft Skills. Retrieved from: https://business.linkedin.com/talent-solutions/blog/interview-questions/2017/assessing-soft-skills-is-one-of-the-biggest-interviewing-challenges-here-are-12-ways-to-overcome-it
Delia, O. (2012). Osobystistj kerivnyka jak chynnyk efektyvnogho upravlinnja [Identity of the Director as a Factor of HR-Management]. Ekonomichnyj analiz – Economic Analysis, 11(2), 187–189. Retrieved from: http://nbuv.gov.ua/UJRN/ecan_2012_11%282%29__38 [in Ukrainian].
Nakhod, S.A. (2018). Znachushhistj «Soft skills» dlja profesijnogho stanovlennja majbutnikh fakhivciv socionomichnykh profesij [Importance of "Soft Skills" for Professional Formation of Future Specialists of Socionomic Professions]. Naukovyj chasopys Nacionaljnogho pedaghoghichnogho universytetu imeni M. P. Draghomanova. Serija 5 : Pedaghoghichni nauky : realiji ta perspektyvy – Scientific journal of M.P. Dragomanov National Pedagogical University. Series 5 Pedagogical Sciences: Realities and Perspectives, 63, 131–135. Retrieved from: http://enpuir.npu.edu.ua/handle/123456789/23921 [in Ukrainian].
Кoval, К.О. (2015). Rozvytok «soft skills» u studentiv – odyn z vazhlyvykh chynnykiv pracevlashtuvannja [Development of "soft skills" for students is one of important factors of employment]. Visnyk Vinnycjkogho politekhnichnogho instytutu – Visnyk of Vinnytsia Polytechnical Institute, 2, 162–167. Retrieved from https://visnyk.vntu.edu.ua/index.php/visnyk/article/view/827/826 [in Ukrainian].
Kuchynova, N.M. (2017). Rozvytok kreatyvnoji skladovoji profesijnogho myslennja majbutnikh marketologhiv [The Development of the Creative Component of Future Marketing Specialists’ Professional Thinking]. Candidate’s thesis. Kyiv. [in Ukrainian].
Shho take hard skills i soft skills: jak nas ocinjuje robotodavecj [What are hard skills and soft skills: how we are evaluated by the employer]. Retrieved from: https://eduhub.in.ua/news/shcho-take-hard-skills-i-soft-skills-yak-nas-ocinyuye-robotodavec [in Ukrainian].
Spencer, L., & Spencer, S. (2009). Kompetencii na rabote [Competence at Work]. Moscow : Hippo Publishing Ltd. [in Russian]
Koliada, N., & Kravchenko, O. (2020). Praktychnyj dosvid formuvannja «soft-skills» v umovakh zakladu vyshhoji osvity [Practical Experience of “Soft-Skills” Formation in Terms of Higher Education Institution]. Aktualjni pytannja ghumanitarnykh nauk – Humanities science current issues, 3(27), 137–145. https://doi.org/10.24919/2308-4863.3/27.203686 [in Ukrainian].
Kljukovskaja, Y. (2007). Funkcional'nyh navykov uzhe nedostatochno? [Functional skills are no longer enough?]. Retrieved from: http://www.management.com.ua/notes/soft_skills.html [in Russian].
Stewart, C., Wall, A., & Marciniec, S. (2016). Mixed signals: Do college graduates have the soft skills that employers want? In Competition Forum. American Society for Competitiveness, 14(2), 276–281. Retrieved from: https://www.researchgate.net/publication/316066488
Schulz, B. (2008). The importance of soft skills: Education beyond academic knowledge. Nawa Journal of Communication, 2(1), 146-154. DOI: https://doi.org/10.1016/0006-3207(93)90452-7
Klaus, P., Rohman, J., & Hamaker, M. (2009). The hard truth about soft skills. HarperCollins Publishers.
Yevtushenko, V.A. (2014). Manager of corporate social responsibility: institutionalization and professional competence. Mezhdunarodnyj zhurnal eksperimental'nogo obrazovaniya – International journal of experimental education, 4(2), 84–88. Retrieved from https://www.expeducation.ru/ru/article/view?id=5103
Care, E., Kim, H., Vista, A., & Anderson, K. (2018). Education System Alignment for 21st century skills: Focus On Assessment. Brookings institution. Retrieved from: https://www.brookings.edu/wp-content/uploads/2018/11/Education-system-alignment-for-21st-century-skills-012819.pdf
The Future of Jobs Report 2020. (2020). World Economic Forum. Retrieved from: http://www3.weforum.org/docs/WEF_Future_of_Jobs_2020.pdf
