Marketing of Non-commercial Subjects: Implementation to the Contentof Training in Specialty 029 “Information, Library and Archive”

The purpose of the article is to substantiate the feasibility of implementing the discipline “Marketing of nonprofit entities” to the content of education in the specialty 029 “Information, Library and Archival Affairs”. Theresearch methodology is based on a set of general scientific methods of generalization, systematization and forecasting. Hypothetical analysis allowed to identify the main competencies and expected learning outcomes that areformed in the process of studying the discipline “Marketing of non-profit entities” and correspond to the content ofprofessional activity of a specialist in “Information, Library and Archival Affairs”. The scientific novelty of the studyis that it substantiates the feasibility of implementing the discipline “Marketing of non-profit entities” to the contentof education in the specialty “Information, Library and Archival Affairs”, identifies competencies that are formed inthe process of its study. information communications; the conceptual potential of marketing of non-profit entities inthe formation of educational and professional program of Internet marketer in the specialty “Information, Library andArchival Affairs” is presented. Conclusions. Non-commercial marketing as an activity related to the promotion ofideas, programs and views, is not a component of social communication activities and is included in the subject fieldof applied social communication technologies, in particular in terms of image creation, branding and PR. Marketingof non-profit entities is a separate type of activity, not related to direct profit and is within the scope of the activitiesof a specialist in social information communications in the specialty “Information, Library and Archival Affairs”. Thestudy of the discipline “Marketing of non-profit entities” forms competencies and focuses on learning outcomes relevant to the content of specialty 029 “Information, Library and Archival Affairs”, which can be added to the contentof educational and professional programs of specialization in specialty 029 “Information, Library and ArchivalAffairs”. Marketing of non-profit entities as a conceptual basis in the aggregate and interdisciplinary relations withapplied disciplines of social and communicative orientation and mastering digital means of marketing activity formsthe subject competence field of a specialist and can serve as a basis for developing an educational-professional training program for @Internet marketers, Library and Archival Affairs.