Scientific journal
Научное обозрение. Педагогические науки
ISSN 2500-3402
ПИ №ФС77-57475

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MARKETING COMPETENCE OF THE HEAD OF THE GENERAL EDUCATIONAL ORGANIZATION AS HIS PROFESSIONAL AND PERSONAL CHARACTERISTIC

Donina I.A. 1
1 Saint-Petersburg State University of Service and Economics
The development of the general educational organization in the conditions of the market actualizes the occurrence of innovative part of professional competence of the head. This part is connected with ensuring his readiness and ability to operate by competitiveness of the general educational organization, by the development and realization of strategy of its development – marketing competence. In the article the detailed analysis of essence of the concepts «competence» and «professional competence» is carried out, the various points of view of leading domestic and foreign scientists reveal, author’s definition of «marketing competence of the head of the general education organization» is given, its structural components organizational and administrative competence, enterprise competence, communicative competence, information and analytical competence are described, the essence of each competence is described, levels of marketing competence, criteria of marketing competence (motivational and valuable, cognitive, operational, reflexive and regulatory, personal) are allocated and the indicators of each level are proved. It is convincingly proved that high level of marketing competence will allow to create conditions for effective marketing activity of pedagogical collective.