FORMATION OF COMMUNICATIVE COMPETENCE OF MARKETING SPECIALISTS DURING THE STUDY OF ENGLISH

Abstract

In the context of accelerating integration and globalization processes, English is a key competence of modern professionals. The development of international relations, the active introduction of foreign experience in various spheres of public life and other globalization trends determine the need for the formation of higher education student’s skills and abilities of academic and professional foreign language communication. The purpose of learning English is not only to master it as a means of communication, but also to acquire professionally oriented foreign language competence for the successful implementation of further professional activities. The article highlights the peculiarities of the formation of English-language communicative competence in the training of marketers. It is established that the growing market demand for marketing professionals has led to an expansion of the offer of educational services in this area. The purpose of the article is to investigate the main scientific approaches to the formation of communicative competence of marketers in the process of learning English and to determine the main components of English communicative competence, methods of its formation. Communicative competence is seen as a set of knowledge, skills and abilities, as well as the ability to apply them for effectively communication in certain communicative situations. One of the most important communicative competencies of a future marketer is knowledge of a foreign language: the ability to read professional literature, communicate with business partners, write and study in a foreign language. It is determined that the basic scientific approaches to the formation of communicative competence in marketers are competence, cultural and systemic. It is substantiated that a modern English teacher should have a wide range of teaching methods and technologies, which will facilitate the satisfaction of educational needs of higher education students.