Research on the influence of innovative technological activities of enterprises on the requirements towards marketer's competences

Abstract

Abstract. The aim of the study is to substantiate the relationship between the parameters of the demand for professional competence of marketers and various factors of innovation and technological activity of enterprises allowing more accurate determination of composition of professional, personal competencies and non-traditional requirements for job seekers. To achieve this goal, the authors identify the factors leading to the change in requirements for professional competencies of marketers including the level of innovation and technological activity of enterprises, the technological level of production, the scale and size of the organization, the place of organization in the production and technological chain formed along the product life cycle. Based on comparative analysis of innovation activity statistics, conclusions are made about significant differences in this kind of activity levels in the sectors of the region's economy. In order to determine the requirements that employers impose on job seekers in the field of marketing, a study was conducted. The results of the study can be used by educational institutions to adapt training programs and retraining of professional staff to the needs of promising commodity markets and labor markets.