Formation of new in-demand digital marketing competencies to strengthen human resource capacity and accelerate the diversification of defence industry complex

Abstract

The implementation of programmes to diversify the production of enterprises of defence industry complex is a process with many risks, to minimise which guarantees for the sale of civilian products are required. In this regard, the urgency of the task of mastering competencies that allow to successfully implement this process in offline and online environments increases. A significant part of such competencies is related to marketing in general and marketers using special technologies to form a product portfolio, assess its market capacity taking into account competition, develop strategies and tactics for introduction to new markets, including pricing, distribution, sales and promotion.On the basis of traditional marketing competencies, ways of adapting the functionality of marketers for the development and implementation of projects for the introduction of new products of enterprises of defence industry complex to new (civilian) markets are proposed, directions for solving marketing problems of creating and scaling startups, market priorities for the formation of special ecosystems for the diversification of the production process have been presented. The functionality of marketing positions has been proposed: marketing (web) analyst, product manager, distribution and sales specialist, marketing communications specialist, who should be employed in new marketing structures. At the first stage, it is proposed to enter new markets (for enterprises of defence industry complex) within the framework of digital structures – from electronic trading platforms and/or marketplaces. This approach will provide cost savings and seems more adequate for successful competition with existing players actively working in the network. At the next stages, it is advisable to create unified ecosystems grouped according to the product principle, in which, in addition to goods, related services from existing organisations engaged in training, design, operation, supply of raw materials, materials and semi-finished products will be offered.