TRAINING OF FUTURE SPECIALISTS OF DIRECTION «MANAGEMENT OF SOCIO-CULTURAL ACTIVITIES»: MODERN CHALLENGES

Introduction. Modernization of native education implies a qualitatively new training of specialists in higher education institutions that are ready and competitive to work in the conditions of the New Ukrainian School, out-of-school educational institutions, cultural and social institutions, and others. The main task of a specialist in management of socio-cultural activities is the creation of long-term relationships between social groups, communities and society in a market environment. The manager of socio-cultural activity should be prepared not only to perform a certain amount of professional functions, but also to the creative search for non-standard models of organization of socio-cultural environment and innovative social technologies that meet the urgent needs of society. Purpose – outline of the programmatic results of the preparation of future specialists in the field of «Management of Socio-Cultural Activities» in higher education institutions with a view of the prospects of employment of graduates. Methods – theoretical (description, comparison, generalization, idealization); empirical (the study of the activity products, design). Results. When opening the direction of students' training «Manager of Socio-Cultural Activities» at the National University «Chernihiv Collegium» named after T. H. Shevchenko's main focus of the educational program was formulated as follows: «Within the framework of the program, students get acquainted with the contemporary issues of the socio-cultural sphere, receive basic knowledge of the theory and practice of art management, study the specifics of the management of the leisure industry. Variable components of fundamental and professional disciplines (management of socio-cultural activities, marketing of socio-cultural activities, history of culture, art history, public relations, advertising), theoretical disciplines on art-management, art history and innovative practices in socio-cultural activities». Originality. The main special (professional) competencies, which the future specialist should master is the ability to: analyze the social processes of formation and development of the socio-cultural sphere; analyze and structure the organizational, managerial problem in the socio-cultural sphere (SCS) and find a constructive solution; to master modern theories and models of SCS management; critical awareness of the specificity and interrelation between cultural, social and economic processes; the ability to take into account economic, ecological, legal, political, sociological, technological, ethnic aspects of the formation of the cultural market in determining the technology of the socio-cultural activity (SCA); to identify strategic priorities and analyze the peculiarities of local, regional, national and global socio-cultural development strategies; to plan, manage and control the implementation of the tasks and decisions taken in the SCS; to use an adequate professional toolkit for the development and operational management of socio-cultural projects, to ensure their operational implementation and etc. Conclusion. Even a brief description of the programmatic results of the preparation of future specialists in socio-cultural activities testifies to the scale of their training, the prospects of industry development and employment opportunities in the field of socio-cultural activity, taking into account the specifics of the region and the integrative peculiarities of the activity.