Specialized training of marketers to meet the challenges of global excellence

• Nikolay Yu. Ivanov

  Nikolay Yu. Ivanov. Yakutsk branch of the Institute of Business Careers. Yakutsk. Russia

• Marina P. Tsynzak

  Marina P. Tsynzak. Arctic State Agrotechnological University. Yakutsk. Russia

• Olesya A. Vinokurova

  Olesya A. Vinokurova. Arctic State Agrotechnological University. Yakutsk. Russia

Abstract. Modern reforms focus on innovative ideas and their implementation in educational sphere as well. Marketing as a system is a free discipline that integrates and penetrates into all industries and fields of activity. Understanding of it should be both comprehensive in a broad
sense and specific in addressing narrow, problem-oriented situations. Therefore, using deductive reasoning, the authors propose a promising concept for the specialized training of marketers. However, the development of profession-oriented educational programs is seen with a focus
on transprofessional convergence and, if possible, the appliance of divergence. This means that the graduate must acquire not one or two professions, but several ones blending and supplementing related, similar or synchronous requirements from different professional standards. A
significant point is the institutional development of specialized training programs that should provide related and complementary resource across other careers. The primary goal of specialized marketers training is to cultivate a unique level of marketing thinking in graduates, equipping them to compete internationally, where global excellence is a critical benchmark. The importance of regularly surveying graduate expectations and measuring gaps relative to employer demands is emphasized. Taking into account these factors and timely adjustment of curriculums allows to ensure high quality of education that meets the expectations and demands of employers and the labor market. The
article mentiones the need for educational institutions to focus on training marketing educators who can contribute as both practitioner-instructors and collaborators on joint scientific and research projects, including graduate-level training for such specialists.
Keywords: marketing specialist, specialized training, transprofessionalism, global excellence, professional standards, institutional development.