Abstract
Digital transformation in modern society incessantly increases the growth rate of investment in the cutting-edge information technologies, which greatly affects the quality of products and services provided. The Russian education system, with the priority goal of modernizing it being to update the teaching staff and reconstruct the system of advanced professional training of educators, is also undergoing radical changes. The process of integrating distance technologies into the structure of pedagogical activity makes significant adjustments to the strategy of teaching students, which leads to re-evaluation of professionally and socially meaningful qualities of a teacher for building effective business relations with consumers of educational services and improving self-competitiveness in the labor market. This requires a fundamentally new approach to selecting an individual educational trajectory that will contribute to the successful development of professional competence of a teacher, which, according to the author, can be achieved by implementing self-marketing.
 The article considers the author’s scheme of self-marketing of a foreign language teacher developed to assess self-effectiveness – competitive advantages (professionally and socially meaningful qualities) – and provide useful guidelines to fight off competition in the [international] educational industry.
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