Trubenkova S.N.
PROCESS MODEL FORMATION MARKETING COMPETENCE OF THE HEAD OF A GENERAL EDUCATIONAL ORGANIZATION IN FORMAL AND NON-FORMAL EDUCATION ^{[№ 1 ' 2024]}
The basics of constructing a process model for the formation of marketing competence of the head of a general education organization in formal and non-formal education explored. The relevance of developing the model is associated with the lack of readiness of the head of a general education organization to implement marketing activities using the resources of formal and informal education. The concept of a manager’s marketing competence in the author’s interpretation is understood as the ability to effectively apply marketing strategies and tools to increase the competitiveness of an educational organization and meet the interests of the state and society, and the needs of the individual. The developed process model for the formation of marketing competence of the head of an educational organization is presented, its block structure (normative-methodological, content-instrumental, reflective-evaluative blocks), based on the methodology of competence-based and personalized approaches, principles, according to the stages (analytical-prognostic; activity-based; reflexive). The normative and methodological block of the process model is characterized, reflecting the ideas of competence-based and personalized approaches and the principles arising from them (professional orientation, continuity, professional mobility; subjectivity, variability, reflexive evaluation). A content-technological block aimed at the gradual formation of marketing competence of the head of an educational organization through formal and informal education is substantiated. The reflective-evaluative block of the author’s model is described, which includes a criterion basis for determining the level of formation of the components of marketing competence of heads of educational organizations.

Trubenkova S.N.
FORMATION OF MARKETING COMPETENCE OF EDUCATIONAL ORGANIZATIONS HEADS IN THE CONDITIONS OF MODULAR TRAINING ^{[№ 5 ' 2019]}
The modernization conditions for the development of modern education require new professional qualities from the head of the educational organization. The expansion of the marketing activities of the head is associated with increased competition, the introduction of innovative practices in the activities of educational organizations. In this connection, it is necessary to clarify the criterial basis of marketing competence of the head of an educational organization, to determine the substantive and organizational foundations of continuing education of heads of educational organizations. The aim of the study is to identify the possibilities of modular training for the formation of marketing competence of the leaders of educational organizations. We substantiate the idea that the competency-based model of the head of an educational organization requires significant changes at all levels of the pedagogical system: in values, goals and results, in the content of training, in pedagogical and student activities, in the technological support of the educational process, educational environment, in relations with the external environment. This process actualizes the problem of searching for methodological tools, methodological approaches that ensure the formation of marketing competence of heads of educational organizations. The competent methodology of designing and organizing the educational process allows, in our opinion, to ensure that the professional qualifications of the leader correspond to the requirements of professional activities. Revealing the concepts of “modular approach”, “modular principle”, “modular technology”, “block-modular training”, we came to the conclusion that a competent approach in the conditions of modular training ensures the effectiveness of the organization of the educational process, the goal (and the result) of which is the formation of competencies (development of competence) of the student through a modularly designed educational program. Thus, we refer to the opportunities of modular training for the formation of marketing competence of the leaders of educational organizations: openness and flexibility of the educational process, allowing the head of the educational organization to independently form an educational route in accordance with a professional request that includes experience; integration of the social (normative) and the individual in the educational process, which allows education to fulfill the function of a social institution, and to the leader to design individual professional-personal promotion; selectivity and choice, providing an individual educational request and an individual program to satisfy it, implemented in the shift of responsibility for learning outcomes from teacher to student.