COACHING TECHNIQUES IN MARKETING TRAINING

Abstract

The need for new approaches to learning is determined by the requirements for competitiveness in the European Education Area. The need of the modern man for permanent self-development and self-improvement are basic prerequisites for using up-to-date and effective learning approaches. One of the most important criteria for the modernization of vocational education is the modernization of the education process through the introduction of innovative forms of training aimed at increasing student activity and motivation. The use of active training methods and the formation of key competences and attitudes towards lifelong learning are a top priority of the modern school. The role of the teacher is also changing from a communicator of ready-to-assimilate information to a partner in the learning process. The student is becoming an active participant, a partner, a generator of knowledge and ideas. The International Coach Federation (ICF) defines coaching as a partnership between a coach and a client (individual or team) in a process that provokes reflection and creativity and inspires the client to increase their personal and professional potential, which is of particular importance in today's complex and uncertain environment. Coaching enables one to unleash their full potential so that they can succeed, achieve their goals and at the same time feel happy. The atmosphere of partnership that is being created in this process has a strong motivating effect when deciding on an action and choosing means to tackle a challenge. The coaching approach allows for a quick identification of the problems and student's resources - their strengths and weaknesses. The focus is on developing the strengths, which motivates the student and generates a desire for learning and maintaining communication. The innovative thing in coaching is that the teacher stops asking "Why is there a problem?" but rather asks: "How do we achieve what you want?". Thanks to this model of communication and behavior, teachers form in students the same attitude that enables them to define and achieve their goals while accompany them in this process in the most accessible and appropriate manner. The teacher listens actively, asks questions and does not provide ready answers, with such questions evoking thinking and decisions, gives sincere praises and encouragements, follows his/her own "emotional compass" and listens to his/her intuition. The use of coaching techniques in marketing training aims at students acquiring such professional competences in the chosen profession/program of study that will guarantee them finding successful jobs.