COMPETENCE REQUIREMENTS AND FEATURES OF TEACHING MARKETOLOGISTS IN THE RUSSIAN UNIVERSITY
Effective marketing campaigns are not an accident, but the result of the labor of people employed in this field. The success or failure of the actions taken depends on their knowledge, skills and professional competence. The purpose of this article is to identify the requirements for competence in the marketing profession in order to compare the views of students and employers on this issue and indicate the role of the university in preparing graduates for professional activities related to this field. The author expresses his critical position in the competence approach in the training of marketers, adopted in higher professional education, and offers his approach based on advanced knowledge and skills. The article presents the specific requirements of employers to marketing specialists and the opinions of marketing students about their professional competencies, which do not always coincide with it. The content of the article suggests that companies must go beyond the recruitment agencies and job search sites when selecting candidates for the marketing position, and begin to look for “marketing diamonds” in high school and try to cut them in high school. The results of the study will justify the reasons for creating a new system of marketing training for university students.