Cross-cultural Principles of Forming an Innovative Profile of a Marketer: Application of Polish Experience in Ukraine

Abstract

This paper, based on the experience of Poland, commences the scientific discussion on regulatory, organizational, methodological, and didactic support for the formation of cross-cultural competences of future marketers in Ukraine. The study aims to develop proposals for mastering cross-cultural competences by Ukrainian undergraduate and graduate students, which is an essential component of forming an innovative profile of marketers and strengthening their competitiveness in domestic and foreign labor markets. The authors' contribution to the development of the problem is to substantiate the definition of „marketing profile” and develop clear proposals to shape its innovation. The basis of this contribution is the scientific novelty of the presented study. It consists of generalizing the experience of teaching marketing and management disciplines by Ukrainian specialists under the Visiting Professor Program in Poland and the experience of implementing joint Ukrainian-Polish and Ukrainian-German projects. The study of the formation of cross-cultural competences is carried out in the following logical sequence: the essence of the relevant educational and qualification requirements is considered; the principles of European experience in the formation of such competences are highlighted on the example of Poland; proposals on improvement in the educational standards of Ukraine so as to solve the researched problems are substantiated.