STRUCTURE AND CONTENT OF MARKETING COMPETENCE OF HIGHER EDUCATION TEACHER

  • T. V. Turbar Zaporizhzhya National University
  • E. Yu. Omelchak Communal Higher Educational Institution “Zaporizhia Medical College” of Zaporizhzhya Regional Council
Keywords: educational process, institution of higher education, lecturer, marketing competence, educational marketing, educational service

Abstract

The article considers the essence and structure marketing competence of higher education teacher. The relevance of the formation of this competence as an important professional quality of a modern high school teacher is substantiated. It is proved that scientific and pedagogical workers occupy one of the leading places in the system of marketing activities of higher education institutions. Changing the model of education requires the formation of the personality of a teacher-marketer, ready to achieve social, communicative, informational competencies, tolerance, a high level of education. The study found that the content of marketing competence of teacher includes the presence of his skills in forming students' critical thinking, practical actions, as well as the ability to teach students to be competitive in modern society. The concept of marketing competence has an integrative character, because it combines in its characteristics different personality traits that are manifested in professional research and teaching activities, the presence of marketing competence of each discipline, marketing style of thinking and interpersonal interactions on a marketing basis. The marketing competence of the teacher is considered in the article as a personal education that is formed and developed in the process of professional activity. The presence of high-level marketing competence allows the teacher to coordinate the content and methodology of their scientific and pedagogical activities and its expected results with the needs of students, society and the state. Marketing competence is manifested in the readiness to objectively assess the specifics and level of demand for educational services, understanding the trends in the needs of educational services, the ability to make effective marketing communications. In the structure of marketing competence such components as motivationalaxiological, cognitive, operational-activity are allocated. Motivational-axiological involves awareness of the importance and value of the marketing approach. The cognitive component includes development of marketing theory and methodology. Operational activity involves the willingness and ability of the teacher to adapt to activities in the educational market.

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Published
2021-02-10
How to Cite
Turbar, T. V., & Omelchak, E. Y. (2021). STRUCTURE AND CONTENT OF MARKETING COMPETENCE OF HIGHER EDUCATION TEACHER. Bulletin of Zaporizhzhia National University. Pedagogical Sciences, (2), 304-309. https://doi.org/10.26661/2522-4360-2020-2-47