The content and structure of the concept of “professional communication culture of a marketing specialist”
Journal Title: Науковий часопис Національного педагогічного університету імені М. П. Драгоманова. Серія 5 Педагогічні науки: реалії та перспективи - Year 2018, Vol 62, Issue
Abstract
The article analyzes the content and structure of the concept of “the culture of professional communication of marketing specialists” in the context of their professional activities. The professiogram of marketing activity is considered, the requirements for the personality of a specialist are determined. It is shown that professional activity of a marketer is subject-subject character and is based on professional interaction, the effectiveness of which depends on the culture of professional communication specialist. On the basis of the generalization of research results, it was determined that the culture of professional communication between marketers is a personal integrative characteristic that provides the professional subject-subjective interaction of a marketer with consumers of marketing services, which is conditioned by the needs of marketing activities and is aimed at achieving a positive result. In the structure of this concept, the following components are distinguished: cognitive, individual-personal, motivational-value, social-psychological, communicative, linguistic-communicative and professional-activity.
Authors and Affiliations
І. О. Гоголь
Keywords
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