Theoretical and Methodological Fundamentals of Internet Marketing Training in Specialty 029 “Information, Library and Archival Affairs”

Abstract

The purpose of the article is to substantiate the theoretical and methodological foundations of educational innovation which is educational and professional program «Management of social and communication networks. Digital marketing», specialty 029 «Information, Library and Archival Affairs». The research methodology is based on a set of general scientific methods of generalization, systematization and forecasting. Hypothetical analysis made it possible to develop to identify the basic concepts that outline the theoretical and methodological platform for training Digital marketers in the specialty «Information, Library and Archival Affairs». The scientific noveltyof the study is that in the dynamics of professional diversity of information activities and proposals for new specializations within the specialty «Information, Library and Archival Affairs» outlines the main approaches to the theoretical and methodological platform for Digital marketers and identifies basic concepts that allow building a professional model of Digital marketer in the specialty 029 «Information, Library and Archival Affairs». Such concepts define social and information communications and management of document and information resources (information management). Conclusions. The main concepts of the theoretical and methodological platform of educational innovation for the training of Digital marketers in the specialty «Information, Library and Archival Affairs» are social and communication technologies and management of document and information resources (information management). Tasks of marketing activities of a specialist in social information communications in the specialty 029 «Information, Library and Archival Affairs» are in the problem field of social communication activities, include marketing in the field of nonprofit organizations, government, charities, libraries, archives, museums, etc. The theoretical content of the subject area of Internet marketing is consistent with the Standard of Higher Education in «Information, Library and Archival Affairs» and corresponds to the conceptual foundations of the subject area of management of document and information resources (information management). The proposed version of the theoretical and methodological platform of educational innovation – training of Digital marketers in the specialty «Information, Library and Archival Affairs» – is able to enrich, modify and refine in the development of scientific knowledge and empirical base in this subject area.