European experience of professional training of marketers in higher education institutions

The subject of the research is the practical foreign experience of professional training of marketers
in institutions of higher education.
The purpose of the article is to conduct research on the implementation of practical foreign
experience in the professional training of marketers in institutions of higher education and the
possibility of its implementation in Ukraine.
Research methods. The work uses a dialectical method of scientific knowledge, analysis and
synthesis, a systematic approach, a method of comparing and summarizing data.
Results of work. In the article, as a result of the research, the role of marketing education as a factor
in the formation of the further development of human capital is established. It has been established
that the training of modern marketing specialists involves the formation of general and special
competencies of higher education graduates who would be able to effectively and socially responsibly
conduct their future professional activities in a multi– and trans–cultural environment. Directions for improving the process of professional training of future marketers have been determined, taking into
account European experience.
Field of application. Marketing.
Conclusions. The reorientation of higher education institutions training marketing specialists to the
dual education system, the involvement of practitioners in the educational process and the conclusion
of agreements on the training of specialists for a specific company will lead to maintaining leading
positions in the field of training highly qualified marketers who will understand the basic principles
of marketing, its strategic aspects, ways of solving complex marketing tasks, forming marketing
strategies and their support, conducting marketing research, promoting products (services),
managing consumer behavior, etc., as well as coordinating and monitoring the performance of the
above–mentioned marketing tasks by narrower specialists.
It is necessary to constantly improve the process of professional training of future marketers:
to update the content of marketing education on the basis of scientific achievements and best
domestic and foreign practices; to actively cooperate with various stakeholders in the direction of
determining program learning outcomes and their content; implement and expand dual education and
interdisciplinary educational programs for training a new generation of marketers.