ADAPTING THE UNIVERSITY PRACTICE OF «MARKETING» STUDENTS TO BUSINESS REALITIES

One of the directions of modernization of vocational education in order to adapt the skills and competencies of students to modern business needs is the development of modern methods and models of practical training of future specialists in educational institutions. This article is devoted to research of an industrial practice of students marketers based on the conclusion that the industrial practice is a key element of the training of qualified specialists. The author examines the role and possibilities of transforming industrial practice into the practical training of students in the direction of «Marketing» for the formation of professional competencies, the development of their professional activities, as well as for the development of skills for working on the freelance exchange. The main advantage of case study practical training of students over industrial practice in training students is formulated. A solution to this problem is proposed by the method of creating and using a case-based approach with appropriate practical blocks. Particular attention is paid to the presence of complex tasks and practices within all the possible types of work-marketing specialists. The author comes to the conclusion that supplementing the learning process with practical training increases the competitiveness of the university graduate subject to his competence in the necessary, relevant information technologies. A mechanism for obtaining the necessary practical skills among students of the specialty «Marketing» through the use of modern, professional information technology, applications and software. The article reflects the main marketing programs, platforms, applications and resources to increase the effectiveness of the marketing activities of modern enterprises by providing appropriate comprehensive training to students. Particular attention is paid to the author on the description of the main areas of application of information technologies and resources that ensure the effectiveness of the practical training of students in the context of improving the quality of obtaining professional skills and competencies.