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2015 | 3(47) | 387-399

Article title


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The Essence of the Category of «Quality» in the Implementation of University’s Product Policy in the Process of Professional Training of Future Marketers

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The paper highlights the relevance of improving the professional training quality as a leading task of public policy and the prerequisite of national security. It is noted that the scientific literature analysis allows to state that interpretation of the category of «quality» has not yet been carried out in the terms of the application of marketing as a concept of management of professional training of these specialists. According to this, the purpose of the article is the explanation of the product policy of University in the pedagogical context and understanding the category of «quality» during the future professional training of marketers. General scientific and special methods (as induction, deduction, analysis, synthesis, abstraction, concretization, a classification method, document analysis, a systematic approach and observations) have been used in the study. It has been shown that the view about knowledge as an important resource, a decisive factor of production and the basis of education is timely. It has been found that the sphere of education provides knowledge to society and produces such specific benefits as educational services. The factors shaping their quality have been revealed. On this basis, the product policy has been reviewed as a complex of actions, which forms the system of competencies of future marketing specialists. It has been established that during the professional training it based on the creation of two major categories – «knowledge» and «intellectual assets» – and aims to provide the professional development of future marketing specialist. It has been determined that the criteria of the level of formation the product policy’s components for bachelor of marketing is a readiness to professional activity in the market, for master of marketing – competitiveness. It has been demonstrated that control of the level of its formation occurs through the participation of future marketing specialists in the organization of the University activity as a subject of market. The experience of marketing club in this area has been described. The trends and prospects of student’s participation in the center of marketing research have been highlighted. The author pays attention to the further development of professional training technology based on overcoming the contradictions between the academic and the practical activity of future marketing specialists.


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Publication order reference


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