Problems of forming marketing competencies in the digital economy

Abstract

The spread of digital technology is transforming society and the economy. These changes affect the labor market. Modern employers need flexible marketing staff who can think creatively and make decisions in conditions of high environmental turbulence. For this, it is necessary to change the approach in training future specialists, namely, to use those tools and methods in teaching marketing disciplines that will allow their creative professional competencies to be developed as efficiently as possible. The object of the study was the online marketing training technology in terms of the formation of creative competencies. The aim of the study was to identify the problems of the formation of marketing competencies in the digital economy. The research methodology was based on the presentation of the structural components of marketing activity, characterized by varying degrees of demand for creative competencies. The existing approaches and strategies to stimulate creativity in the context of online marketing training were identified, the current state of the online marketing toolkit was analyzed. A correlation matrix has been developed for the tools for obtaining and implementing creative ideas and emerging marketing competencies for an online marketing course. A matrix has also been developed for correlating job types and emerging marketing competencies for an online marketing course. The selection of suitable tools and types of tasks will help to create professional competencies of a marketer at a high level of their creative component.