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COMPARATIVE ANALYSIS OF PROFESSIONAL TRAINING OF MARKETING SPECIALISTS IN THE UK AND UKRAINE

Radical social and economic changes in Ukraine, aimed at the development of economic, marketing and social relations, necessitate the search for an effective model of training of marketing professionals. The aim of the article is to determine the common and different in the systems of training of marketing specialists in Ukraine and Great Britain and to determine the positive features of the system of training of marketing specialists in Great Britain, which can be used in Ukrainian institutions of higher education. During the study, methods of analysis, synthesis, comparison and generalization were used to study the works of foreign and Ukrainian scientists, official and regulatory documents. The article analyzes the features of professional training of marketing specialists in the Ukrainian educational space and the United Kingdom. Similarities and differences in the professional training of marketing specialists in the studied countries have been revealed. Based on a comparative analysis of the training of marketing specialists in educational institutions of Ukraine and the United Kingdom common (standards, regulations and higher education institutions that provide training for such specialists) and different (theoretical orientation of marketing training in Ukraine, a small number of non-formal education institutions in Ukraine, the uniformity of educational programs for the training of marketing specialists, the lack of an accredited program in a professional association, the lack of refresher courses) ) features have been revealed. The peculiarities of training that positively distinguish the British experience in comparison with the Ukrainian realities are singled out.